Hawkstone, the UK’s fastest-growing beer brand, has today announced the launch of its largest-ever advertising campaign. A monumental £3 million integrated project designed to drive unprecedented consumer demand and bolster sales across its extensive network.
This record investment is underpinned by a strategic TV advertising schedule and comprehensive in-store and experiential activations, all engineered to significantly increase footfall and sales for its growing number of stockists. Hawkstone lager is now proudly stocked in over 4,400 on-trade outlets and more than 5,000 off-trade stockists across the UK.
At the heart of this ambitious marketing push is Hawkstone’s, “A Year’s Graft in Every Pint” message. This initiative reinforces the brand’s authentic British story and unwavering narrative of “Backing British Farmers,” showcasing the dedication inherent in every Hawkstone pint, from the fields to the glass.
Consumers will see this message brought to life across a powerful media presence, anchored by a highly anticipated TV campaign running throughout the summer. Hawkstone secured a prime solus spot during the World cup, ensuring undivided attention from a massive audience. This high-impact placement is part of a broader TV schedule that will run prominently throughout the World Cup, capitalising on heightened viewership during a key sales period.
“This is a truly defining moment for Hawkstone,” says Andy Cross, Hawkstone sales director. “This £3 million investment isn’t just our biggest ever ATL campaign; it’s a clear demonstration of our commitment to our trade partners. We’re celebrating the quality and dedication in every drop of Hawkstone, and crucially, we’re driving demand directly to the businesses that stock us, supporting their success through unprecedented consumer engagement.”
Unlocking off-trade potential: Hawkstone is rolling out robust activation plans to drive consumer engagement and sales in the off-trade:
- Morrisons: shoppers at over 300 Morrisons stores will benefit from an exclusive ‘Farmers’ Pint and a half Glass’ gift-with-purchase. From early June through to Father’s Day, customers spending £10 or more on Hawkstone products will receive a free branded pint and a half glass, offering added value and driving basket spend.
- Waitrose: a unique farm-themed stunt space takeover is planned for the Hawkstone Cheltenham Waitrose store, running for two weeks from June 7th, creating an immersive brand experience for shoppers.
- Broader grocery: extensive promotional and visibility activity will be live across key customers throughout June, ensuring Hawkstone stands out on shelves during a crucial summer trading period.
Tangible on-trade support: The campaign extends significant support to the on-trade, providing operators with direct tools to boost business:
- Young’s Pubs Pop-Ups: Hawkstone is launching a series of mobile bar pop-ups at Young’s pubs across London and the South this summer. These activations will bring the Hawkstone experience directly to consumers, driving footfall and creating memorable occasions for pub-goers.
- Wider pub programme: This is part of a broader programme of pub events and dedicated brand support, designed to work hand-in-hand with operators to maximise sales and engagement throughout the summer.
Beyond traditional media, Hawkstone is significantly increasing its consumer engagement through a wider experiential presence this summer. There will be appearances at major events like Farm-Fest where Hawkstone will be celebrating its Centurion party, Cereals, and the Game Fair, allowing the brand to reach more consumers than ever before.
This extensive on-the-ground presence will not only build brand awareness but also directly translate into increased awareness, footfall, and ultimately, sales for Hawkstone’s valued trade partners.
