McCain Rolls Out Interactive DOOH Campaign
The UK Interactive Orbit Camapign Was Designed To Spotlight Sustainable Farming Practices
McCain, the global leader in frozen potato products, recently turned heads with a brand-new digital out-of-home (DOOH) campaign aimed at driving awareness around sustainable agriculture in the UK. The interactive OOH advertising initiative promoted the brand’s ongoing ‘Farms of the Future’ project, which uses advanced technology and regenerative farming practices to boost sustainability in potato cultivation.
Engaging Shoppers Through Digital Outdoor Experiences
Planned and executed by Talon Outdoor, Phd and Grand Visual, the nationwide OOH campaign ran on our Orbit DOOH network of screens and spanned major UK cities like London, Manchester, Birmingham, and Newcastle upon Tyne, where visitors in high-footfall retail centres were able to interact with large-format touchscreen billboards
Each screen was transformed into a playful challenge: virtual potatoes tumbled down the screen, and participants were tasked with tapping a ‘Fries Cutter’ within 60 seconds to slice them into chips. With head-to-head gameplay, families and friends were able to compete for the top score - bringing a fun, competitive twist to this sustainability message. Brand ambassadors were also on-site during the activation to engage passers-by with seed packet giveaways and further information on the initiative and mobile version of the game.
Toby Fairlamb, Sales Director at Limited Space, said:
“We’re absolutely delighted to be involved in this campaign, using our standout spaces to spread McCain’s admirable commitment to sustainability to mass audiences. The mall environment is ideal for targeting families and individuals with a relaxed and open mindset, allowing for higher engagement numbers and longer interaction times for activations like this. It’s also the first time our screens have been used for direct dual touch interaction, which allows participants to directly compete against their friends and family – something I am sure will cause endless conversations from those with competitive streaks.”
Results
We saw incredible interaction across the three-week campaign period, averaging 6,696 gameplays per screen (that’s 319 per day and 32 per hour) with the screens being in use for c.50% of the day on average.
In fact, there were 1,253,120 total gameplay seconds – that roughly equates to 15 days of interaction!
Promoting Sustainable Farming Through Out-of-Home Advertising
McCain’s ‘Farms of the Future’ isn’t just a marketing message—it’s a real-world agricultural programme designed to tackle the environmental challenges of modern farming. Potatoes are the third most important food crop globally, but intensive farming methods have taken a toll, leading to soil degradation, water shortages, and a decline in biodiversity.
To counter this, McCain is investing in sustainable, eco-friendly farming practices. The initiative has already shown strong results after just four years—boosting yields, capturing carbon, restoring soil health, and supporting local ecosystems.
Why This Matters
This campaign showcases the power of digital OOH advertising in delivering not just visibility, but meaningful engagement. It’s a brilliant example of how brands can use outdoor digital media to tell stories, promote causes, and interact with consumers in real time—all while driving brand impact in some of the UK’s busiest public spaces.
The campaign also took over London’s Outernet, a major hub for arts, culture, and entertainment and the largest digital exhibition space in Europe.
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