McCain Foods enters the metaverse – Ledger Insights

McCain Foods, the corporate behind the well-known McCain fries, at the moment introduced its entry into the metaverse by means of its latest product, Regen Fries. The launch types a part of its #SaveOurSoil marketing campaign, an initiative aiming to teach and have interaction McCain’s youthful audiences about the advantages of regenerative agriculture by means of collaborations with metaverse platform Roblox, and NFT-themed restaurant, Bored & Hungry.

The usage of regenerative farming within the manufacturing of Regen Fries potatoes types a part of McCain’s international dedication to implement regenerative agricultural practices all through its potato acreage by the tip of 2030.

“We believe regenerative agriculture is vital in trying to make the global food system more sustainable. If we don’t change the way we farm, the implications are bleak – and we cannot allow that to happen,” mentioned Christine Kalvenes, McCain’s World Head of Innovation and Advertising. “Working together with farmers and consumers, we want to enable and speed the transition to regenerative farming practices.”

McCain’s Farms of the Future free-to-play sport is out there globally at the moment on Roblox’s Livetopia, permitting customers to nearly develop potatoes utilizing regenerative farming strategies while gaining rewards for making use of regenerative practices. As well as, the Bored & Hungry restaurant will serve Regen Fries at its flagship retailer in Lengthy Seashore California, in addition to at pop-up areas in London and Toronto throughout October and November.

“Regen Fries, the Farms of the Future game, and the Bored & Hungry collaboration are an experiential, fun, and effective way to begin this discussion” mentioned Kalvenes. “As we march toward 2030, #SaveOurSoil is an important effort to help build a community and raise awareness for why we’re so committed to a future of sustainable farming globally.”

Manufacturers embracing the metaverse and NFTs as a part of their advertising methods are on the rise. This yr, Mars’ M&Ms partnered with Common Music’s Bored Ape NFT band KINGSHIP to promote limited edition packs of M&Ms, while three of Unilever’s manufacturers launched a presence within the Decentraland metaverse. PepsiCo’s potato chip model Lay’s launched a non-fungible token (NFT) mission in partnership with digital asset platform Project Ark in Romania.