McCain Regen Fries has entered the metaverse with a free-to-play game, Farms of the Future, integrated into Livetopia, one of online gaming platform Roblox’s titles.

As a way to promote McCain’s #SaveOurSoil initiative, the new game allows players to virtually grow potatoes using regenerative farming methods that improve and restore soil health. This endeavor reimagines ways to grow potatoes that are beneficial for the planet.

In addition to the game, the first restaurant to bridge the metaverse and real-life experience, Bored & Hungry, will serve McCain Regen Fries at its flagship location in Long Beach, California beginning Oct. 28 until Nov. 18. Pop-up locations will also serve the fries in Toronto (Nov. 16 to 18) and London (Nov. 3 to 4).

Christine Kalvenes, McCain’s global head of innovation and marketing, says these steps will help target the right audiences. “It is important we reach out to younger consumers with the right message, in the right locations, at the right moments of receptivity – meeting them where they are. This will be important in raising awareness for building a more sustainable food system through regenerative agriculture,” says Kalvenes.

“Regen Fries, the Farms of the Future game, and the Bored & Hungry collaboration are an experiential, fun, and effective way to begin this discussion,” she says.

Regen Fries are made with potatoes that are grown using regenerative farming method.