Hawkstone Release Charity Single To Champion British Soil Health

The work by T&P, collaborating with Groove Armada’s Andy Cato, the single and regenerative beer aims to turn up the volume on regenerative farming

By Creative Salon

24 September 2026

T&P has today unveiled its latest campaign for Hawkstone, Britain’s fastest-growing beer brand, created in partnership with regenerative farming pioneers Wildfarmed.

The integrated campaign centres on a single - a reworked cover of the classic anthem ‘Wild Thing’ performed by Wildfarmed co-founder and Groove Armada musician Andy Cato, alongside the Hawkstone Farmers Choir. It has been released specifically to launch Hawkstone’s new regenerative lager.

T&P managed the campaign from concept to supermarket shelf through a fully integrated approach - creating the 'Wildthing' packaging and product identity, securing the Wildfarmed partnership, and producing the Hawkstone Harvest Festival launch event, while combining creative, media, social and CRM to convert festival buzz into nationwide Tesco and D2C sales.

The new ‘Wildthing’ lager is brewed using Wildfarmed grains, grown using regenerative practices that restore living soils, demonstrating how beer can be part of the solution to soil degradation.

All proceeds from the single will go directly to farming and mental health charities, backed by a joint £100,000 donation from Hawkstone and the Farmers Choir to organisations including Mind, RABI, The Farming Community Network, Shout, and the DPJ Foundation. Part of the funding extends 24/7 text support service Shout to hospitality workers alongside farmers.

Tom Sutton, Head of &Accelerate at T&P, commented: “This campaign shows what proper integration looks like in practice. By bringing together product design, festival production, creative strategy, media execution, CRM, and partnership management under one roof, we’ve built a campaign with enough hype to unlock new supermarket distribution. It’s a blueprint for how agencies and fast-growth challenger brands like Hawkstone can move at speed to create genuine cultural and commercial impact.”

Andy Cato, Co-founder of Wildfarmed, said: “Teaming up with Hawkstone to combine music, farming, and a great pint has been the best of homecomings. Wildfarmed’s mission is to support farmers in regenerating soils and nature. The music is all about farmers too—the reason we got the farmers' choir into the studio was to raise vital funds for the farming community. Stream the track while enjoying a pint and you're directly helping the people who need it most.”

The ‘Wildthing’ single will be available on all major streaming platforms, while the Wildthing lager launched exclusively in Tesco on September 8th and directly via the Hawkstone website.