Skip to content
Search
AI Powered
Latest Stories

McCain launches “Let’s All Chip In” – regenerative agriculture campaign targeting Gen Z

McCain launches “Let’s All Chip In” – regenerative agriculture campaign targeting Gen Z

McCain Foods has unveiled a new campaign featuring Love Island commentator Iain Stirling, which highlights the positive impact regenerative farming can have on the planet.

The “Let’s All Chip In” campaign film features Iain Stirling away from his usual recording studio, spending time with McCain farmer, Imogen Stanley, at her family’s farm in Oxfordshire.


Throughout the film, Iain learns about the regenerative farming methods that Imogen is beginning to implement, and why these are so important to the future of farming and the planet.

New research commissioned by McCain has found that a third (30 per cent) of Brits do not know what farms do or where their food comes from, with Gen Z over four times more likely than over 55s to admit to this lack of understanding (61 per cent vs 13 per cent). Gen Z are also twice as likely as over 55s to be concerned about the environmental impact of the way the products they buy at the supermarket are produced (57 per cent vs 29 per cent).

The “Let’s All Chip In” campaign aims to highlight the positive impact regenerative agriculture can have on the environment and the food we eat, educating the Gen Z and millennial audience on the need for a sustainable transition.

To combat increasingly frequent climatic events and help ensure long-term food security, shifting to a more sustainable farming system is essential. Sustainable farming is key pillar within McCain’s sustainability strategy, with the business committed to implementing 100 per cent regenerative agriculture practices across its potato acreage by 2030.

The “Let’s All Chip In” campaign highlights the benefits of regenerative agriculture, with the brand committing to support its 250 British growers in transitioning to more sustainable methods of farming.

  • McCain has recently partnered with NatWest to provide an exciting new offering to remove financial barriers for potato farmers who are transitioning to sustainable farming practices. Through its asset finance arm Lombard, NatWest now offers a first-of-its-kind initiative in the UK which sees the bank provide additional financial support to McCain potato farmers. McCain has committed to offer a contribution towards the interest payable for assets that support regenerative agriculture practices.
  • Other initiatives include grants for cover crop seed and fully funding soil health assessments, as well as offering free pollinator seed this spring.
  • McCain joined the Sustainable Markets Initiative (SMI) Agribusiness Task Force alongside a number of businesses and NGOs to further accelerate the scaling of greener practices in the farming industry worldwide, which have been hampered by high costs.
  • McCain has committed to investing in three Farms of the Future by 2025, to help advance sustainable farming practices and explore innovative agricultural technologies. Farms in New Brunswick, Canada, and Lichtenburg, South Africa, are already operational. The specialist farms showcase how regenerative farming practices, and the latest agricultural innovations can be implemented at scale.

Additionally, McCain has invested a further £50 million into contract pricing for its farmers over the last two years, with the investment helping to safeguard the future of potato farming in the UK.

“We are pleased to launch our new 'Let’s All Chip In' campaign to highlight the need to scale up the transition to regenerative agriculture," said James Young, VP Agriculture at McCain Foods GB. "The case for making our food systems more sustainable and resilient has never been clearer, and we believe agriculture is an integral part of the solution. We are very proud to now raise awareness with our consumers about the fantastic progress that is ongoing on farm as we work towards our 100 per cent Regenerative Agriculture ambition by 2030"

More for you

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less
Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.

Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”

Keep ReadingShow less
Customer design takes centre stage on new Rizla limited-edition paper

Customer design takes centre stage on new Rizla limited-edition paper

An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.

The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.

Keep ReadingShow less
WKD X expands range and unveils first-ever ad campaign

WKD X expands range and unveils first-ever ad campaign

WKD X, the caffeine-containing 7% ABV innovative sub-brand from the leading RTD, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.

Drawing its inspiration from the energy drinks category, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.

Keep ReadingShow less