Regen Fries

Project Overview

McCain needed to ground its future in regenerative farming but faced a consumer audience bored by sustainability talk. We elevated soil stewardship from a corporate footnote to the core product story. The result was Regen Fries, the first commercial product derived entirely from these methods.

To make this agricultural revolution culturally sticky, we skipped traditional advertising. Instead, we built a digital twin of a working farm inside Roblox, turning farming practices into an immersive, playful experience. We anchored this strategy in the real world with pop-ups in major global cities and collaborations with internet meme culture. By simultaneously working with specialized “FarmTok” creators, we sparked genuine conversation about climate and food, proving that the integrity of the soil is a powerful commercial driver that moves product off the shelves.