When it comes to campaigns that get masses of people talking, this one stars. The Hawkstone Farmers Choir, a group of 34 genuine, working farmers, was crowned the winner of the latest series of ITV’s Britain’s Got Talent.

It wasn’t just a win for a choir; it was also a win for British farming – as well as Jeremy Clarkson’s Hawkstone (the UK’s fastest-growing beer) – conceived and executed by T&P. Beyond earning its place in British pop culture and delivering extraordinary brand exposure, the campaign has raised vital funds for a 24/7 text helpline supporting struggling farmers. It has engaged millions of viewers weekly and cemented Hawstone’s identity as the beer that backs British farming.

The campaign wasn’t a one-off stunt. It was a nationwide search of over 500 farmers designed to build a core brand platform for Hawkstone that champions the UK farming community and reinforces 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. T&P’s in-house production team orchestrated the nationwide search for talent, managing a casting call that saw over 500 farmers audition before the final 34 were selected.

T&P’s Tom Sutton stated, “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 earned a wealth of free coverage in national and local news media, including the BBC, Metro and The Independent.

Cover image: Dymond/Talkback Thames/Shutterstock