Farmer Will has been at London’s The Outernet today for McCain Foods’ ‘Farms of the Future’ AR game takeover.
McCain, the maker of 1 in 4 chips around the world, has taken over The Outernet, digital exhibition space and the most visited cultural attraction in the UK, as part of its ‘Let’s All Chip In’ campaign to raise awareness for the importance of regenerative agriculture practices, helping secure the future of potatoes and crispy, delicious chips.
The takeover, which is open to the public from today until Sunday 30th March, from 10:00am to 8:00pm, immerses visitors into a 360-degree Farms of the Future experience, complete with buzzing bees, blooming potato plants and drones overhead.
Once welcomed onto the Farm, visitors are invited to play the Farms of the Future AR game – a motion controlled two-player chip-slicing challenge where visitors can test their speed and accuracy skills and compete for a high score whilst learning about regenerative agriculture and its potential impact on potato farming, over time.
The interactive game is part of McCain’s recently released “Farms of the Future,” augmented reality game, where users become farmers, teaching them how healthy soil today aims to protect the future of everyone’s favourite food…chips! QR codes throughout The Outernet space and on seeded paper leaflets link to the Farms of the Future AR game, so guests can take the full game home with them to learn more. Visitors can then go on to ‘chip in’ at home by planting the seeded paper and growing their own plants – with the aim to help support local bee populations and enhance biodiversity.
Farmer Will is an advocate for regenerative agriculture and has a long-standing partnership with McCain to raise awareness of these practices and their potential impact over time. Speaking of his partnership with McCain, Will said:
“I’ve loved being at the Outernet today playing the McCain Farms of the Future AR game and learning more about regenerative agriculture. 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 – it’s great that people can also learn more in an immersive and accessible way.”
Having played the game securing a high score of 945, Farmer Will and McCain are inviting consumers to chip in and try to beat his score, all while learning more about regenerative agriculture.
“While we’re progressing towards our regenerative agriculture commitment, and building public awareness, McCain is committed to doing more. That’s why we’re getting people excited for McCain’s regenerative farming journey by meeting them where they already are, whether that’s on social media through our partnership with Farmer Will, or at experiential events, such as our Outernet takeover. By making the future of farming fun, social, and interactive, we’re proving that sustainability doesn’t have to be serious—it just has to be smart.”
Laura Koscik, Director of Marketing at McCain Foods UK&I.
The Outernet takeover “Let’s All Chip In” is part of McCain’s global marketing campaign, ”Taste Good. Feel Good.” bringing regenerative agriculture to everyday consumers in an immersive and accessible way. As of February 2025, 71% of farmers have been onboarded to the McCain Regenerative Agriculture Framework, reflecting progress towards its regenerative agriculture commitment.
McCain’s ‘Farm of the Future AR’ game is available to play now in-browser via www.regenfries.com.
