McDonald's UK has unveiled a nationwide campaign to champion British and Irish farming.
"Follow our Foodsteps" will pioneer the latest in virtual reality technology and 360° video to tell its UK food story through the eyes of the people who grow, produce and prepare food for its UK menu. Marketing headed to one of the McDonald's farms to find out more.
The Follow our Foodsteps experience farm truck today embarks on a journey across the UK, tracing the UK supply chain process from farm to restaurant and features farmers, food developers and experts in its immersive videos.
Visitors will have the opportunity to use the tech; with experiences including donning an Oculus VR headset to play a potato harvesting game and wearing a Samsung VR headset to experience a 360° video to transport them into various farming scenes.
Connor McVeigh, director of supply chain, McDonald’s UK, said: "As a nation, we have never been more food-focused.
"The eating out market is growing but this passion for food is masking a lack of understanding around how food is produced and the vital role our farming and food industries play in growing, sourcing and producing quality ingredients."
He added: "By bringing together tech developers with farmers and food experts, we have created an immersive virtual reality experience that will allow people to follow in the footsteps of farmers, suppliers and our crew, bringing the best of UK food production from the countryside to communities across the UK.
"Our hope is that it will help build pride in British and Irish farming, challenge outdated stereotypes and celebrate the best of food and farming in the UK today."
Environment secretary Elizabeth Truss added: "McDonald’s is a fantastic example of the vision, creativity and innovation running through our food and farming industry today. As a nation we are now far more plugged into where our food comes from."