From (Meta)Farm to Fork
Award: Wood Pencil
Wood Pencil / Impact / Initiative / 2023
The way food is farmed needs to change: for the good of the planet, farming communities, and frankly all people who eat food. Regenerative agriculture is the solution, but despite commitments from major food producers, few people know what it is or why it matters, and therefore cannot support it. To tackle this, McCain reframed next-gen choices by launching Regen Fries – the world’s first commercially produced fries made from potatoes using regenerative, or 'regen', methods. The brand brought the regen agriculture message to younger audiences in virtual gaming worlds and via real-life partnerships.
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