Busch Beer unveils corn cans, NASCAR tie-in for farmer relief

Dive Brief:

Busch Beer designed a limited-edition can adorned with images of corn to help the nonprofit Farm Rescue expand its services into Kansas, the company announced in a press release shared with Marketing Dive.
For every corn can pack sold through July 5, Busch will donate $1 to the cause up to $100,000. The funds will provide financial relief and bring services to farmers in the state.
The Anheuser-Busch brand is promoting its association with the nonprofit at the June 7 NASCAR Cup Series race in Atlanta. Driver Kevin Harvick, who Busch sponsors, and Kansas-native Clint Bowyer will race in a car painted with corn designs. Consumers can win farm-related prizes through the brand's Twitter page during the race.

Dive Insight:

Busch became a partner sponsor to Farm Rescue last year, helping the nonprofit with a mix of financial support and public affairs assistance to expand its services into Kansas when bad weather and price depression hit farmers in the area. This latest effort helps further cement Busch's partnership with the charity and may elevate the beer brand as consumers look to support purpose-driven companies that are actively helping out during the pandemic.

Coronavirus shutdowns and disruptions have knocked the farming industry across the country, leaving some farmers to destroy crops and face heavy financial losses. Farm Rescue helps farmers experiencing illness, injury or natural disaster, and its services will likely help as farmers look to rebuild their lives once the pandemic subsides. Busch has an opportunity to build loyalty among farmers and consumers who can see the impact these donations will have on their communities. Using NASCAR as a platform to promote its partnership will help make the sponsorship more visible to another demographic.

Busch's limited-edition corn cans come as a sister brand Budweiser runs a marketing campaign featuring new special packaging and honoring frontline workers who have risked their lives to protect others and fight COVID-19, including military and essential workers during the pandemic.

Both beer brands are giving a portion of sales from these limited-edition products to help charities in their respective causes.

The corn-themed Busch campaign follows a more consumer-facing campaign for couples whose 2020 wedding plans are impacted by coronavirus-related shutdowns. Couples could enter on social media to win a year's worth of beer. Meanwhile, the corn campaign builds on Busch's marketing relationship with NASCAR, which earlier this month painted fans' faces on a stock car sponsored by the beer brand.