Taste Good. Feel Good

Project Overview

Building on a successful launch of Regen Fries, McCain needed to commercialize its regenerative agriculture focus. Our challenge was translating this complex climate commitment into immediate consumer desire, transforming 'sustainability' into 'craveability.' This saw the global role out of Regen Fries—the first commercial product grown solely with these methods—under the banner "Taste Good. Feel Good." By reframing them as "farm-to-fry with purpose," we successfully bridged the gap between low awareness and high interest.

Our strategy deployed playful, innovative engagement globally. The "Farms of the Future AR" game turned learning about soil health into a rewarding digital activation, while the NYC "Farms of the Future Café" offered a tangible, high-impact tasting experience. Through careful cultural collaborations with artists and influential partners, we moved regenerative farming from niche agricultural talk into mainstream relevance across the UK, North America, and Canada. We made the future of food instantly accessible and worth consuming.