McCain Foods, the world’s largest producer of frozen potato products, is bridging the gap between indulgence and sustainability with a bold global initiative. Through its “Taste Good. Feel Good.” campaign, the company is bringing regenerative agriculture into the mainstream by combining digital innovation, food culture, and social impact—one fry at a time.
Despite the near-universal love for fries across North America—98% of U.S. and Canadian consumers enjoy them—awareness of how those fries are grown remains surprisingly low. A YouGov study commissioned by McCain revealed that fewer than one in ten consumers understand what regenerative agriculture entails. Yet the appetite to learn is strong: 57% of Americans and 67% of Canadians expressed interest in understanding more.
To close that knowledge gap, McCain launched its first-ever global campaign in February 2025. At the heart of the campaign is an augmented reality (AR) mobile game that immerses users in sustainable potato farming practices. In just a few months, players have “grown” over 77 million virtual fries, spending an average of four-and-a-half minutes per session—a significant engagement metric in the mobile space.
The game invites players to scan a QR code and dive into McCain’s Farms of the Future, where they learn about soil health and farming practices designed to restore ecosystems and improve long-term yields. Players are rewarded with prizes ranging from recycled merchandise to farm-themed getaways—and yes, even free fries.
“It’s not about lecturing consumers,” said Christine Kalvenes, McCain’s Chief Innovation and Marketing Officer. “If you can make it relevant and fun, you can educate people without them even realizing they’re learning.”
This consumer-friendly approach supports McCain’s broader commitment: converting 100% of its potato acreage to regenerative farming by 2030. Currently, 71% of its partner farmers have reached the onboarding phase of the company’s proprietary Regenerative Agriculture Framework. Research hubs dubbed “Farms of the Future” are being used to test and scale sustainable practices on a commercial level.
To amplify its message, McCain launched a multi-market influencer campaign featuring chef Kolby Kash, chef Poppy O’Toole—known online as the “potato queen”—and actress Rachel Brosnahan. The trio co-hosted a Fries of the Future Café pop-up event in New York, where visitors could enjoy free fries and sustainability-themed recipes. Similar activations took place in the UK throughout March and April.
The Regen Fries, made from potatoes cultivated via regenerative methods, also made a limited-time return to North American menus. The promotional campaign included a 30-second spot and a series of 15-second cutdowns, supported by AR partner Rock Paper Reality and global creative agency Gravity Road.
Beyond the campaign, McCain is using its sustainability efforts to strengthen brand loyalty in an era of economic anxiety. Though not typically considered an impulse buy, frozen fries are still subject to consumer price sensitivity. By delivering value through ethics and transparency, McCain hopes to differentiate itself in a competitive and inflation-impacted market.
Kalvenes emphasized that authentic commitment—not just clever messaging—is key to meaningful brand engagement. “It’s meaningless to communicate if you’re not putting your money where your mouth is,” she said. “You have to stand behind what you say and make sure it matters to your consumers.”
As Kalvenes enters her second year as CMO, she’s also setting her sights on artificial intelligence to enhance marketing personalization and consumer reach, aiming to integrate AI tools across the brand’s operations by the end of 2025.
For McCain, the goal is simple but powerful: meet people where they are—online, on the go, and at the dinner table—while deepening their connection to the food they love and the planet that grows it.
