McCain, the producer of one in four chips globally, has taken over digital exhibition space at The Outernet as part of its ‘Let’s All Chip In’ campaign.

The campaign aims to educate consumers about regenerative agriculture, following research that found only 1 in 10 Brits are familiar with the practice—despite 58% wanting to learn more.

By highlighting how product choices impact food sustainability, McCain hopes to drive awareness and action.

Farmer Will (Will Young), a sixth-generation farmer and former Love Island contestant, has partnered with McCain to support the initiative.

Led by PHD & Grand Visual, with creative contributions from Gravity Road and Rock Paper Reality, the activation immerses visitors in a 360-degree digital farm experience featuring buzzing bees, flourishing potato plants, and drones overhead. Open to the public until March 30th, the interactive event also offers a two-player chip-slicing challenge, teaching visitors about regenerative agriculture in an engaging way.

The campaign follows McCain’s New York ‘Farms of the Future’ event featuring actress Rachel Brosnahan and expands on its previous UK initiatives, including the Infinite Farm campaign with Vinnie Jones.

Speaking of his partnership with McCain, Will said: “I’ve loved being at the Outernet today trying 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, so it’s great that people can also learn more in an immersive and accessible way.”

“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.” said Mark Hodge, vice president of marketing at McCain Foods UK&I.