McCain Foods Enters the Metaverse With Regen Fries
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McCain's Game Allows Virtual Cultivate
Integrated into Livetopia, one of the top ten Riblox titles, McCain's free-to-play Farms of the Future game allows the players to digitally cultivate potatoes using regenerative farming techniques that improve soil health. Players receive rewards for employing regenerative techniques, including cover crop cultivation, rotational grazing of animals, and biodiversity promotion.
Christine Kalvenes, global head of innovation and marketing at McCain, stated that it's crucial to connect with younger customers appropriately, at the right time, and place to meet them precisely where they are. He further asserted that regenerative agriculture would be a primary component in creating a more sustainable food system.
Protection of Young Users
The news comes as concerns about protecting young users of websites like Roblox are rising. Examining how businesses market to people, both overtly via traditional advertisements and covertly through "experiences," is one aspect of that.
The dedication of McCain is coming up with innovative potato-growing techniques that are good for the environment and the communities where they operate. This is a component of McCain's worldwide commitment to adopt regenerative farming methods on all its potato-growing acres globally by the end of 2030.
Other Collaboration of McCain
It is not a brand-new phenomenon. The concept of the metaverse predates branded mini-games, sometimes known as advergames. McCain has other partnerships outside Roblox, despite the latter being a well-liked option for brand alliances. The business is also collaborating with Long Beach, California-based restaurant Bored and Hungry, which has a Bored Ape Yacht Club concept.
The two are promoting McCain's new "Regen Fries," cultivated using regenerative farming techniques, in pop-up sites in London and Toronto, respectively, on November 3–4 and Nov. 16–18.