McCain Foods Canada is spotlighting the benefits of regenerative agriculture in recognition of National French Fry Day (July 13).
The company has partnered actress Shannon Purser to revive her Stranger Things (Netflix) character Barb Holland.
Barb’s death in the series’ first season, which aired in 2016, prompted fans to launch petitions, create social campaigns and make custom merchandise demanding “justice” for the character.
In its new campaign, McCain tapped Purser to show how regenerative agriculture can revive healthy farming practices, and bring back healthy soil and biodiversity.
The company is committed to implementing regenerative agriculture practices on 100% of its potato acreage by 2030.
"Sustainability has become increasingly important for consumers – particularly the younger generation," said Matt Kohler, managing director, Canada retail at McCain, in a statement. "We want younger audiences to connect with those sustainability initiatives, to learn about regenerative agriculture, and to know that their purchases can make a positive impact for our planet."