Regina 
Busch Canada is taking an unusual approach to promote its new limited-edition Farmer’s Pack, placing the campaign directly on the Saskatchewan farmland connected to its beer.
Instead of using conventional highway billboards, the company worked with selected farmers to wrap large hay bales in artwork resembling the new cans. The installations, called “Baleboards,” can now be spotted along roads near Rosetown and Biggar.
The Farmer’s Pack features artwork inspired by Prairie fields and recognizes the Canadian barley growers behind Busch beer, with limited quantities available at participating retailers.
There is also a financial element behind the roadside displays. Busch Canada is paying participating farmers standard urban advertising rates for the use of their hay bales, directing campaign money back to local growers.
The company says the idea will extend beyond this launch. Busch plans to allocate 10 per cent of its national media budget to this farmer-focused advertising channel moving forward.
The current displays can be found near Highway 7 and Highway 31 outside Rosetown and near Highway 14 outside Biggar.
Location:
- Rosetown: Highway 7 / 31 area (51°21’36.5″N 107°59’44.4″W)
- Biggar: Highway 14 area (51°56’07.5″N 108°00’42.7″W)
Keep an eye out for these distinctive roadside sights while driving across Saskatchewan.
