McCain Activates ‘Let’s Chip In’ Campaign at Outernet

Blending immersive tech, playful interaction, and bold brand messaging, McCain’s activation at Outernet was inspired by research revealing that only 1 in 10 Brits are familiar with regenerative agriculture, despite 58% expressing a desire to learn more. 

The campaign aims to help consumers understand regenerative farming and how simply swapping their product choice can support a more resilient food system.

The Outernet activation was led by PHD & Grand Visual, with PHD handling planning and buying. The Farms of the Future AR game, and Outernet screen visuals were created by Gravity Road and immersive technology partner Rock Paper Reality. The result was an immersive, entertaining and educational experience, complete with buzzing bees and blooming potato plants.

QR codes throughout the experience linked to the Farms of the Future AR game, so guests can take the game home along with seeded paper to enable them to growing their own plants, with the aim to help support local bee populations and enhance biodiversity.

Mark Hodge, Vice President of Marketing at McCain Foods UK&I said:

“While we’re progressing towards our regenerative agriculture commitment, and building public awareness, McCain is committed to doing more. That’s why we’re getting people excited for McCain’s regenerative farming journey by meeting them where they already are, whether that’s on social media through our partnership with Farmer Will, or at experiential events, such as our Outernet takeover. By making the future of farming fun, social, and interactive, we’re proving that sustainability doesn’t have to be serious—it just has to be smart.”