McCain Foods, one of the world’s largest producers of frozen potato products, launched ‘Taste Good. Feel Good’, its global marketing campaign to promote the importance of regenerative agriculture.

Working as CD with ‘Gravity' Road’, McCain’s global creative agency, we created a campaign platform, ‘Taste Good. Feel Good’ to celebrate McCain’s commitment to a future with fries in it.

This feast comprised of a social film starring Potato Queen ‘Poppy Cooks’ and Creole Chef Kolby Kash along with farmer Imogen Stanley, and directed by Melody Maker.

To accompany the film, an Augmented Reality game called ‘Farms of the Future’ was created. It features ‘Wormy’, an in-game procedural AI character who has been trained in the ways of regenerative farming, and who can have live conversations with players.

McCain also engaged artists and makers, Currie Goat, Brother’s Make and Kelly Anna to design some cool swag that celebrates McCain's commitment to regenerative agriculture practices, bridging sustainability and cultural relevance.

The campaign kicked off in New York City, with actor and brand advocate, Rachel Brosnahan, serving French fries whilst dishing out farming facts, and was then supported with live events at the Outernet in London, and shopping centres in Manchester, Birmingham and Bluewater.

This huge global campaign was brought to life for McCain in partnership with Freuds, Rock Paper Reality, Adam&EveDDB, PHD, Grand Visual Rascal and One Pixel Wide, with Gravity Road as the lead creative agency.