James Ready doles out freebies

A new billboard campaign sees the beerco promoting free haircuts, portraits and underwear.

To save money for suds, all beer drinkers have to do in James Ready’s latest scheme is be at the right place at the right time.
Developed by Leo Burnett in Toronto, the campaign is seeing the beerco set up billboards (no surprise there) this month near beer stores in Ontario university/college markets, including Peterborough, St. Catharines, Hamilton, Kitchener and Waterloo and London. They’re promoting money-saving events like free haircuts, free “professional” portraits and free (clean) underwear.
Luckily, James Ready is making it very easy for its fans to show up. The billboards include a date, an arrow that points to a spot directly below, and a phrase like, “Free haircuts to help you save money.”
“It’s an extension of what we’ve been doing, which is engaging our loyal drinkers in finding ways to save them money, but also, it’s not a giveaway, it’s something that involves their participation,” says Judy John, CCO, Leo Burnett. “We don’t give out free T-shirts because that’s what other beers do. We find our own spin.”
Radio, hitting the airwaves midway through the month, will support the events, which will take place at the end of September and early October. This latest James Ready effort follows a line of extremely successful participatory, money-saving campaigns. Previously, billboards were used as giant coupons that people could snap pics of and then redeem at local businesses.