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.