The brand is launching the virtual experience as part of its new #SaveOurSoil campaign.
Through a partnership with Bored & Hungry, a California restaurant founded by one of the Border Ape Yacht Club owners, the company’s marketing campaign aims to educate people on the advantages of regenerative agricultural practices.
The target of the campaign is younger audiences that typically dwell in Roblox, a blockchain-based virtual world.
By allowing them to make their own McCain’s “Regen Fries” in-game and sell them at a digital version of Bored & Hungry, the brand is helping them understand the benefits of regenerative farming.
The Farms of the Future experience is accessible through Livetopia, one of the most immersive Roblox worlds.
The company, which refers to itself as “the world’s largest producer of frozen potato products”, joins the ranks of dozens of others that are leaning on web3 to advertise their services.
The California restaurant that uses Bored Ape Yacht Club NFTs in its branding decided to join McCain Foods in integrating the Roblox experience into its #SaveOurSoil campaign. It will serve McCain’s “Regen Fries” in a pop-up from the end of October through November 18.
McCain Foods stated that the #SaveOurSoil campaign is part of a larger effort to implement regenerative agricultural practices at its global potato farm by the end of 2030.
“We believe regenerative agriculture is critical to making the global food system more sustainable,” said Christine Kalvenes, McCain’s global head of innovation and marketing, in a statement. “If we don’t change our farming, the impact will be dire – and we cannot allow that to happen. Together with farmers and consumers, we want to enable and accelerate the transition to regenerative farming methods.”
Soil degrades over time due to intensive agricultural practices and loses its quality and biochemical integrity. Regenerative agriculture, on the other hand, employs different methods to extend soil lifespan, including cover crops and crop rotation.
Recently, the Food and Agriculture Organization of the United Nations (FAO) reported that “90 percent of the world’s valuable topsoil will likely be endangered by 2050”.
Hopefully, Livetopia inhabitants, who now count more than 2.6 billion people, will pay a visit to Farms of the Future and learn more about regenerative agriculture and why it matters.