Lets All Chip In
A CREATIVE OOH EXPERIENCE
Farms of the Future
The Challenge
Research shows only 1 in 10 Brits are familiar with regenerative agriculture, despite 58% expressing a desire to learn more. McCain aimed to close this gap by highlighting how everyday choices can support a more sustainable food system. Through this campaign, they wanted to showcase their commitment to regenerative agriculture, with a goal to implement regenerative practices across 100% of their global potato acreage by 2030.
Working alongside the brand’s creative and outdoor agencies, our challenge was to bring the activations to life on the ground with teams of Event Managers and Brand Ambassadors, set design and dressing and some unique giveaways!
The Execution
Blending immersive tech, playful interaction and bold brand messaging, this campaign delivered a high-impact activation across major UK cities, including Birmingham Bullring, Newcastle Eldon Square, Manchester Arndale Centre, Bluewater and London. One activation featured a special appearance from farming influencer Farmer Will and gamer Alyce, who went head-to-head in a friendly Farms of the Future AR game competition. The activation included dynamic screen visuals, the interactive AR game and a team of brand ambassadors who engaged passersby, educating them about McCain’s commitment to regenerative farming and handing out wildflower seed papers to reinforce the sustainability message whilst a dedicated content team captured all the action and energy unfold!
The Outcome
With nearly 70,000 wildflower seed papers taken home and close to 20,000 people engaging with the AR game, the activation successfully turned a complex topic into an immersive, entertaining and educational experience. By blending technology, interactivity and meaningful takeaways, McCain not only raised awareness of regenerative agriculture but also inspired real-world action to support a more sustainable food system.
70,000
Seed Papers
19,000
AR Games Played
28
Days
