McCain Farms of the Future

Client: McCain Foods Ltd

Farms of the Future Experience at the iconic Chelsea Market demonstrated how a global sustainability commitment could inspire into a tangible, consumer-driven change. McCain's challenge was clear: regenerative agriculture is a technical, complex farming concept, so how do you make it engaging and actionable for everyday people?

McCain transformed a commitment to partner with farmers implement regenerative agriculture across 100% of potato acreage used to grow McCain potatoes worldwide by 2030 into an immersive, multi-sensory activation that met consumers at an iconic food destination. By partnering with GMR Marketing, the experience turned sustainability from an abstract corporate goal into something tangible, relevant, and fun. Rather than relying on single-use materials and wasteful practices, the experience was designed with environmental responsibility as the foundation: reusable and recyclable materials throughout, elimination of single-use items, compostable sampling tools, staff training on sustainability practices, and donation of 1,118 pounds of food to local communities. Every interaction—from the AR games that educated consumers about healthy soils to the seed paper flower pledges later donated to NYC pollinator gardens—reinforced McCain's commitment to protecting the planet while enjoying the brands products we love. The impact was remarkable: 8,491 guests engaged with the activation, generating 199,050 impressions and 1,974 digital interactions. More importantly, 94% of attendees recognized McCain's environmental contribution, and 88% reported stronger brand affinity. The Farms of the Future Experience proved that sustainability doesn't require compromise—it requires creativity, intentionality, and a willingness to meet consumers where they are with education, engagement, and the food they crave.