Brewing Success: How WestBred^® Wheat Found the Perfect Gesture for Grower Appreciation

WestBred® Wheat needed a unique and thoughtful way to show appreciation to their hardworking growers and field representatives. During a time in the season when field reps were busy traveling and meeting with growers, OBP wanted to equip them with a meaningful meeting gift. 

Instead of an off-the-shelf premium item, we created a gift that tapped into the hearts of growers and the wheat they grow. Because nothing celebrates hard work and good wheat like an ice-cold beer, we partnered with Enid Brewery Co. in Oklahoma to create a limited-edition small-batch ale. Made with WestBred Wheat, “Tiller’s Toast” was crafted and named to honor our growers. We designed a custom label and wrote our own classic drinking toast as the ultimate ode to all growers west of the Mississippi.

We hoped field reps and growers would feel proud to show off their custom beer made from wheat they had grown; however, the response exceeded our expectations. We had a flurry of social media posts of reps with their beer cans showing the toast, as well as growers reaching out and asking for more cans to share. Social media performance garnered over 31K impressions and topped every social benchmark for engagement. As a result of the posts, our channels saw a 733.3% net audience growth, a 35.5% impressions increase and a 117.6% engagement increase. 

The big takeaway: Using our growers’ actual crop to concept and craft premiums left a lasting impression that made a big difference in the hearts and minds of our growers.