Busch’s new “Baleboard” campaign transforms hay bales into giant six-pack replicas of its limited-edition Farmer’s Pack, creating roadside advertising in Prairie farm fields while paying participating growers the same rate as a traditional billboard.
Busch is taking a different approach to advertising in rural Canada by moving marketing dollars from city billboards directly into farmers’ fields.
The brand’s new “Baleboard” campaign transforms hay bales into oversized six-pack displays inspired by Busch’s limited-edition Farmer’s Pack. The initiative is designed to recognize the Prairie growers who produce the barley used in Busch beer while creating a highly visible presence in rural communities.
According to Patrick Heembrock, Director of Mainstream Brands at Labatt Breweries of Canada, the idea was rooted in a desire to connect with rural Canadians in a meaningful way.
“Rural Canada is Busch country, and we wanted to connect with that in a way that felt truly authentic to the prairie landscape,” stated Heembrock. “So instead of buying a billboard in a downtown core somewhere, we decided to build our own.
“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,” he continued.
The campaign builds on Busch’s Farmer’s Pack, a special package created to celebrate the Canadian farmers who grow the barley used in the brand’s beer. Rather than limiting that recognition to store shelves, the company wanted to bring the message directly to the communities where those ingredients are produced.
“The Baleboard was just a natural extension of that, Heembrock explained. “If we’re going to honour farmers, it needs to happen right in their backyard—out in the fields where our barley actually grows. Wrapping hay bales in our limited-edition artwork gave us a fun, unexpected way to bring that to life on the land.”
Before launching the campaign, Busch shared the concept with growers in Saskatchewan. According to Heembrock, their reaction helped validate the idea.
“What really told us we were on the right track was the reaction from the folks who live it every day. When we showed the concept to local growers out in Saskatchewan, their response was overwhelmingly positive,” related Heembrock. “That gave us all the confidence we needed.”
The connection between agriculture and the final product was another important element of the initiative. Busch said the campaign is intended to remind consumers that farming plays a critical role in every beer produced.
“Beer is pretty simple—grains, hops, water, and yeast—so the quality comes down to the barley our farmers grow. Behind every Busch beer are Canadian farm families bringing generations of expertise, and that dedication is what makes a great beer,” said Heembrock.
He added: “The custom artwork on the Farmer's Pack is a direct nod to the Prairie fields where our barley is grown, and the Baleboards take that a step further by putting the art right back onto the land.”
Beyond visibility, the program also delivers a direct financial benefit to participating farmers. Busch pays growers the same standard rate it would typically spend on a conventional billboard advertisement.
“Supporting farmers was baked in from day one. This campaign was always about celebrating the farming community and backing up our words with real financial action. Traditional urban billboards come at a premium fee, so we made sure to pay these farmers that same standard billboard rate for using their Baleboard space,” pointed out Heembrock.
Rather than directing those advertising dollars to traditional media channels, the company chose to invest them in the communities where its ingredients are grown.
“It just made sense,” he said. “Rather than handing those dollars to a media company, we are putting them directly back into local growers' pockets during their peak season. That was the heart of the idea, not an afterthought.”
The initiative has generated a strong enough response that Busch plans to expand the concept. The company says it intends to allocate 10 per cent of its national media budget to the farm-based advertising platform next year.
For Heembrock, that reflects the importance of agriculture to both the brand and its consumers.
“It tells us (that) this matters to people,” he commented. “The feedback from local farmers has been fantastic, so we’re doubling down and expanding the program. For us, this isn't just a clever campaign—it’s about creating real value for the hardworking men and women of Canadian agriculture.”
Labatt noted that it purchases approximately $30 million worth of ingredients from Canadian farms annually and sources 98 per cent of its barley from Canada. The company sees the Baleboard campaign as another way to reinforce its longstanding relationship with Canadian agriculture.
Ultimately, Busch hopes the displays serve as a visible expression of appreciation for the farming community.
“We hope farmers feel appreciated and proud of the role they play in bringing great beer to Canadians. Canadian growers are the backbone of our beer, and these Baleboards are our big, bold thank-you right on their own turf,” summed up Heembrock.
“When a farmer drives past one of these displays on the highway, we hope it’s a clear reminder that their hard work makes what we brew possible.”
Labatt Breweries is one of Canada's leading brewers, producing a portfolio of domestic and international beer brands. The company has longstanding relationships with Canadian farmers and sources the vast majority of its barley from Canadian growers, supporting agricultural communities across the country.
To learn more about Labatt's partnerships with Canadian barley growers, visit www.labatt.com.