Busch turns hay bales into beer billboards

By James Herring on Sunday, August 2, 2026

Busch is using farmland as billboard space to thank the growers behind its beer.

Busch Canada has wrapped hay bales across Saskatchewan in can artwork from its limited-edition Farmer’s Pack, turning them into oversized six-packs dotted across the Prairies.

The brand is calling the format ‘Baleboards’, paying participating growers the same rate they’d charge for a standard billboard.

The Farmer’s Pack itself celebrates the Canadian-grown barley in every Busch beer, with can artwork inspired by the fields where it’s grown.

It’s available exclusively in the Prairies at participating retailers while stocks last.

Patrick Heembrock, Director of Mainstream Brands at Labatt Breweries of Canada, said the idea was to reach rural communities directly rather than through conventional media:

“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. 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.”

Off the back of positive feedback from growers, Busch Canada plans to expand the programme, committing 10% of its national media budget to farm-based advertising next year.

The campaign was delivered by Citizen Relations Canada.

It’s not the first beer brand to lean on farmers this year: Hawkstone built its own following around a choir of working farmers, meanwhile Corona turned shadows into beer posters instead of paying for traditional space.