A Masterclass in Rural Marketing 

Hawkstone Beer and joining the Singing Farmers

Most farmers (or farm-to-fork advocates) don’t have access to Jeremy Clarkson’s budget, a slick London PR agency, or a full-scale production crew — but that’s not the point. It’s ideas that matter. And Jeremy has a big one: build a brand rooted in British-grown food and drink, with real farmers at the heart of the story.

Enter: Hawkstone Beer, the Diddly Squat Pub — and a farmer-led choir.

In early 2025, a social media callout went viral in our farming WhatsApp groups: “Can you sing? Are you a farmer?” Over 500 farmers responded, auditioning with both a song and their farming credentials.

From there, about 15 were selected to record in a studio in Oxford. A few days later, 20+ more joined for a full day of filming at The Farmer’s Dog on a blazing sunny day. I was lucky enough to be selected. We rehearsed, recorded four tracks, and were treated well — fed, watered, and paid. (Yes, this wasn’t a freebie — but most of us would’ve come anyway just for the craic.)

Jeremy and Kaleb took part. Spirits were high. Some of us have even talked about doing more of these meet-ups in support of rural charities.

Stirring tunes, tongue-in-cheek lyrics, and just the right amount of controversy. It's bold. It's playful. And it’s got serious viral potential, not least because of the rather rude lyrics.

From a marketing perspective though, this is a brilliant move — tapping into authenticity, community, and national pride. It’s more than a beer ad. It’s storytelling that sticks.

As rural marketing goes? Hard to beat.