‘Let’s All Chip In’ campaign of McCain

Frozen food brand McCain had taken over Outernet London, a digital exhibition space at Tottenham Court Road, as part of its ‘Let’s All Chip In’ campaign. Led by PHD and Grand Visual, with the former agency behind media planning and buying, the activation was inspired by research revealing that only one in ten Brits are familiar with regenerative agriculture, despite 58 percent expressing a desire to learn more. Featuring TV personality and former Love Island contestant ‘Farmer Will’ (Will Young), the work aimed to help consumers understand why regenerative farming matters and how swaps in their product choice s can support the journey to a more resilient food system over time.