American beer brand Busch is paying homage to its suppliers by turning hay bales into billboards across the Saskatchewan province of Canada.
The campaign, via Citizen Relations Canada, promotes a limited edition Famer’s Pack that is only available in the prairies at participating retailers.
Busch is compensating farmers that take part in the campaign a similar amount that would be charged for outdoor advertising on their property.
Busch is committing 10 per cent of its national media budget to farm-based advertising next year.
“Rural Canada is Busch country, and we wanted to connect with that in a way that felt truly authentic to the prairie landscape. So instead of buying a billboard in a downtown core somewhere, we decided to build our own,” Labatt Breweries director of mainstream brands Patrick Heembrock said.
“The ‘Baleboard’ let us reach people right in their community, but more importantly, it allowed us to put real money directly into the hands of local farmers during a tough year.”
B&T looks forward to seeing six packs of Coopers in paddocks next time it visits rural South Australia.
