Outdoor Beer Advertising Campaigns

Busch Wraps Hay Bales to Promote Its Busch Farmer's Pack

Busch draws attention with an unconventional outdoor advertising campaign for its limited-edition Busch Farmer's Pack, which is available exclusively in the Canadian Prairies. For the stunt, the company wrapped hay bales with artwork from the pack's design and placed them along highways in Rosetown and Biggar, Saskatchewan. This created what the brand calls 'baleboards.'

Busch's agriculturally inspired initiative replaces traditional urban billboards with a rural media channel that pays farm owners the standard market rate for each wrapped bale. In addition, the company has committed to directing ten percent of its national media budget toward this farm-grown advertising approach going forward. In doing so, Busch generates additional value and economic opportunities for Canadian agricultural workers.

The limited-edition Busch Farmer's Pack itself appeals to consumers who value authenticity and regional connection

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