McCain are committed to implementing regenerative agricultural practices across 100 percent of their potato acreage by 2030.

The results will be farms with better climate resilience, lower input costs, reduced greenhouse gas emissions, improved biodiversity and soil health, including increased water holding capacity and more.

Working with ‘Gravity' Road’, we created a global campaign ‘Taste Good Feel Good’ to celebrate McCain’s commitment to ensuring we can have a future with fries in it.

This comprised 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, Brothers Make and Kelly Anna to design unique items that celebrate McCain's regenerative progress, bridging sustainability and cultural relevance.

For a chance to win these unique creations, fry fans can engage with the dedicated posts on Currie Goat and Brothers Make social channels or play 'Farms of the Future' to win cool swag featuring Kelly Anna's designs.