James Ready beer and Leo Burnett Toronto are back with another campaign built around the same consumer truth. People want to afford more beer.
To help, James Ready introduced “billboard coupons,” a way to save money on life necessities like food, dry cleaning, and grooming. The idea is simple. If you save money elsewhere, you have more money left for beer.
By partnering with local retailers, the program lets people take a picture of a billboard and show the photo at the corresponding retailer to receive savings on selected products and services.
In promotion-heavy categories, the most scalable mechanics are the ones that turn a common behaviour into redemption. Here the behaviour is taking a photo.
A billboard that behaves like a coupon book
This flips the billboard role. Instead of being pure awareness, it becomes a utility object you can “carry” with you via a phone photo. That change matters because it extends the life of the message beyond the moment you drive past it.
Standalone takeaway: The best OOH-led promotions create a portable proof-of-value. If the audience can store it in their camera roll, the media becomes a tool, not just a reminder.
The mechanism: proof without printing
Traditionally, coupon programs rely on physical handouts or codes people forget. This uses a behaviour people already do without thinking. Photograph something. The photo becomes the redemption token.
The retailer partnership layer is what turns it from gimmick to program. It gives the billboard a reason to exist in specific neighbourhoods and creates a story local businesses can also talk about.
Why it works for a beer brand
James Ready positions itself around everyday value and a slightly cheeky, practical tone. Saving on dry cleaning and food is not glamorous, but that is the point. It makes the brand feel like it is on the consumer’s side.
There is also a subtle psychological move here. The “more beer money” framing makes saving feel like a win, not a sacrifice.
What to steal from billboard coupons
- Use a universal behaviour as the trigger. Photos, texts, taps. Avoid anything that needs training.
- Make redemption low-friction. “Show the photo” is simpler than entering codes or printing.
- Partner for legitimacy. Retail partners turn a brand stunt into a usable savings program.
- Design for memory. A billboard must communicate the entire mechanic in seconds.
- Keep the value proposition honest. Small, real savings beat big, unbelievable promises.
A few fast answers before you act
What are “billboard coupons” in this James Ready campaign?
They are offers displayed on billboards that people photograph on their phones and then redeem by showing the photo at participating local retailers.
Why use photos instead of QR codes or SMS?
Because it reduces friction and works with basic phones and habits. Taking a photo is fast, familiar, and the image becomes a simple proof token.
What makes this more than a one-off stunt?
The retailer partnership network. When multiple local businesses honour the offers, the campaign becomes an ongoing utility rather than a single execution.
What is the biggest risk operationally?
Inconsistent redemption. If staff are not trained or offers are unclear, customers feel embarrassed and the brand takes the blame. Execution discipline matters.
How could a brand adapt this pattern today?
Keep the “portable proof” principle, but use a clearer redemption mechanism where appropriate. A scannable image or an in-wallet pass can preserve simplicity while improving tracking.
