McCain is launching the ‘Taste Good. Feel Good.’ campaign to celebrate the deliciousness of fries while promoting farming practices that are focused on the future. This campaign aims to educate consumers about the importance of regenerative farming and how a small change in product choice can contribute to the gradual transition to a more resilient food system.

By bringing the farm-to-fry experience to life, the project hopes to demonstrate how the French fry serves a function beyond its deliciousness and how even a seemingly insignificant personal decision can have a significant influence.

Through the ‘Taste Good. Feel Good.’ campaign, McCain is asking French fry lovers to dig in through various playful and innovative ways to learn more and show their support for regenerative farming.

Gaming – McCain is using immersive, innovative gaming technology to bring their Farm of the Future in North America to life as they launch a brand-new augmented reality game, ‘Farms of the Future AR.’ Through the game, players are transported into a Farm of the Future-inspired gaming experience where they can earn prizes and rewards, including swag made from up-cycled and recycled materials, free fries, or even a farm-themed getaway – the more fries you make, the more points you earn as you learn, and the greater the reward.

Collaborations – McCain has partnered with actor, Rachel Brosnahan, to encourage consumers to dig in and learn more about McCain’s regenerative farming journey and Regen Fries, made exclusively with potatoes grown using regenerative agriculture practices from McCain’s Farm of the Future in North America.

“I’m inspired by McCain’s bold commitment to implement regenerative farming practices at 100% of the farms they partner with by 2030 and the big strides they’ve already taken towards this promise. McCain is not just changing the way potatoes are farmed; they’re also changing the way people think about farming. I’m excited to be partnering with them to help raise awareness about regenerative agriculture in an immersive and accessible way. As a lifelong French fry connoisseur, McCain’s new Regen Fries are already a favorite of mine because not only do they taste good, but they’re doing good for the future of farming (and fries!),” Brosnahan declared.

As part of the initiative, McCain has also collaborated on influencer activity across the U.S., Canada, and the UK, working with ‘potato queen’ Poppy O’Toole and chef, Kolby Kash who both appeared in McCain’s new Regen Fries brand film that brings fry lovers into the farming experience with every fun and playful bite.

McCain has 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 a drop of the unique creations, French fry fans can engage with the dedicated posts on Currie Goat and Brothers Make social channels or play the ‘Farms of the Future AR’ game to win Kelly Anna’s designs.

“At McCain, farming is at the heart of all we do. That is why we’re committed to advancing regenerative agriculture—to secure the future of fries and ensure they Taste Good and Feel Good. But real change happens when we all come together. Through everyday choices and the many ways we have made it easy to dig in on regenerative agriculture—whether learning, engaging, or enjoying our delicious Regen Fries—consumers can help make a difference for the future of farming,” McCain Foods’ Chief Innovation & Marketing Officer, Christine Kalvenes concluded.