Brand storytelling and creativity can successfully build new routes to market for challenger brands.

In an ambitious creative move from T&P, the Hawkstone Farmers Choir was put together as a promotional choir for the beer brand. The 34-member group which was assembled to feature in an advertising campaign, went on to successfully win ITV’s Britain's Got Talent, bringing the hardships and reality of British farming to the national stage. 

The choir was successfully developed not as a one off stunt, but as a core brand platform for Hawkstone, reinforcing its mission to champion and support British farmers. The agency managed the project, from the initial strategic insight and brand narrative to creative vision, media engagement, and design.

Tom Sutton, Head of &Accelerate at T&P, explains: “We don’t just create adverts; we build brand platforms that resonate in the real world. The Hawkstone Farmers Choir was born from a simple, powerful truth at the heart of the brand: backing British farmers and farmers.”

The campaign has delivered unprecedented brand exposure for Hawkstone, engaging millions of viewers weekly and cementing its identity as the beer that backs British farming.

Hawkstone was launched in 2021 by TV personality Jeremy Clarkson and the Cotswold Brew Co. Hawkstone offers a range of premium British lagers, ciders and vodka. Hawkstone is the fastest growing beer brand in the UK, and the most followed beer in the world on Instagram.

The campaign successfully underlines that far from running out of road, when it comes to driving culture, branded content can push the bounds of creativity. Creating not just a one off moment, but a genuine movement.