Hawkstone turns ‘Wild Thing’ into a farmers’ anthem

Jeremy Clarkson’s Hawkstone has reunited its Farmers’ Choir with Wildfarmed co-founder and Groove Armada musician Andy Cato for a charity cover of ‘Wild Thing’, launching alongside new regenerative lager Wildthing and raising money for farming and mental health charities.

Here’s a taster…

Created by T&P, the brand campaign gives Hawkstone’s unlikely choir another life after it began in a deliberately banned beer ad and went on to win Britain’s Got Talent.

This time the music is tied directly to the product. Wildthing is brewed using barley from Wildfarmed, grown using regenerative farming practices designed to improve soil health.

The cover turns that ingredient story into something people can stream, sing and drink.

All proceeds from the track will go to farming and mental health charities. Hawkstone and the Farmers’ Choir are also making a joint £100,000 donation to organisations including Mind, RABI, The Farming Community Network, Shout and the DPJ Foundation.

Andy Cato said: “Stream the track while enjoying a pint and you’re directly helping the people who need it most.”

T&P handled the idea from product and packaging through to the Wildfarmed partnership, media, social and the Hawkstone Harvest Festival. The lager launched in Tesco and through Hawkstone’s website on September 8.

Tom Sutton, Head of &Accelerate at T&P, said: “This campaign shows what proper integration looks like in practice.”

The idea also extends a useful Hawkstone pattern: treating farming as more than brand scenery.

After the choir’s TV talent-show win and the brand’s recent World Cup TV debut, Wildthing turns a familiar brand asset into a product launch with a direct link between the field, the pint and the people growing its ingredients.

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