Case Study

Harvest IPA by Hawkstone: 33x assets, sold-out success

A can of Hawkstone Harvest IPA beer, covered in condensation, rests on a rustic stone wall at twilight. The can is silver at the top and bottom, with an orange label displaying "Hawkstone Harvest IPA" in white text. In the background, a serene landscape of rolling hills and fields extends under a starry, dark blue sky, with faint lights visible in the distance
A can of Hawkstone Harvest IPA beer, covered in condensation, rests on a rustic stone wall at twilight. The can is silver at the top and bottom, with an orange label displaying "Hawkstone Harvest IPA" in white text. In the background, a serene landscape of rolling hills and fields extends under a starry, dark blue sky, with faint lights visible in the distance

For the launch of its limited‑edition Harvest IPA, Hawkstone used WPP Open to pioneer a new marketing model built for speed. A hyper-efficient four-person team delivered a 33x increase in creative assets in just two days, achieving a complete sell-out, establishing a new benchmark for go-to-market speed and efficiency.

Quantifiable strategic impact

  • 33x increase in asset volume: providing more creative to test and deploy, optimising media spend

  • 100+ unique assets in a single day: eliminated traditional production bottlenecks using AI to create on-brand creative quickly

  • Four-person team in just two days: broke down siloes between media, creative and commerce for smoother efficiency

  • The limited‑edition IPA sold out: matching the success of previous launches with improved go-to-market speed

“To see a small, agile team deliver such an immense volume of high-quality creative and achieve a complete sell-out for our Harvest IPA didn't just meet our goals – it redefined our expectations of marketing efficiency.”

- Jonas Munk, Chief Commercial Officer, Hawkstone

Client context

Hawkstone, a brand fuelled by its loyal “Hawkstonians” community, needed to launch its next limited‑edition IPA, Hawkstone Harvest. The business imperative was to replicate past sell-out successes, but with far greater speed and cost-efficiency. The first phase targeted an exclusive audience of about 6,000 Hawkstonians for the launch in mid-2025.

The challenge

The team set out to unlock more value with WPP Open by uniting strategy, creative, media and commerce in one workflow. Their aims were to build the media and commerce plan in hours, ship optimised ads and generate data‑backed PR. Working in four half‑day sprints, they targeted higher output and a faster launch for the mid‑August special.

The solution

A dedicated four-person team used WPP Open as a single, end-to-end AI marketing platform for the Hawkstone Harvest IPA launch. They built a data-driven media and commerce plan in hours instead of days. The Production Studio, with AI tools like Google Imagen and Veo, generated over 100 unique creative assets in a single day. Creative Analytics ensured every ad was optimised for performance and personalised targeting.

The outcome

The Hawkstone Harvest IPA campaign successfully sold out, proving that superior efficiency and speed directly drive commercial success. The partnership with WPP Open delivered a 33x increase in creative asset volume and established a new, repeatable model for future launches. This transformed their go-to-market approach, enabling faster, better-informed and more profitable marketing at scale.

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