BY GLENN PUIT
---- — HONOR — A northern Michigan logger who regularly labors in the woodlands of Grand Traverse and Benzie counties is featured in Busch Beer’s new national advertising campaign.
Justin Zoscsak, 30, of Manistee, was nominated for the campaign by his sister, Lori, because of his role in running his family’s logging business. Zoscsak was one of eight people picked from hundreds of blue-collar candidates for the “Here’s to Earning it” campaign.
“It’s an amazing honor,” said Zoscsak, who described himself as a regular Busch drinker. “I had to laugh. I was sitting with some buddies of mine in their shop having some Busch Lights … and we were talking about this laughing, reminiscing, having some beers, and we were saying, ‘You wouldn’t have dreamed of this happening if you’d asked.’ It’s a wild idea to wrap your head around.”
Zoscsak said he’s a jack-of-all-trades when it comes to his work for the family business, Will Zoscsak Logging & Truck, which is named after his father.
“I do a little bit of everything as a part-owner,” Zoscsak said. “I’m out there buying timber, running some equipment, doing harvesting, dealing with the markets. I move equipment, drive and self-load log trucks and do different excavating stuff on jobs. Whatever is needed to be done, we just take care of it.”
Nate Scudieri, director of Busch beer marketing, said Zoscsak’s picture will appear on Busch and Busch Light packaging, print advertisements, retail displays, an online mini-documentary, and region-specific billboards. The beer producer also is considering a national television advertisement.
“Instead of using actors, to make it really authentic we are using actual Busch and Busch Light drinkers from across the country,” Scudieri said. “We looked at many hundreds of applicants.”
Zoscsak was paid a modest amount for participating in the advertising. He was also flown to St. Louis last week for a formal kick-off event.
“The whole campaign idea is looking at working people doing what they are doing, who are passionate about their work, and who care about their community,” Zoscsak said. “It’s great to be a part of that.”