Morrisons today announces the extension of its exclusive sponsorship of Prime Video’s hit series Clarkson’s Farm for a second consecutive year.
The fifth series of the programme, set at Jeremy Clarkson’s Diddly Squat Farm in Chipping Norton, will launch on Prime Video on Wednesday 3 June. The sponsorship further strengthens Morrisons 127-year relationship with British farming and builds on last year’s successful sponsorship.
The renewed sponsorship will see Morrisons feature two 30-second brand campaign adverts, supported by a suite of newly created and returning 10-second idents across the new episodes and those from the previous series. The new series will follow a staggered schedule, with the first four episodes available at launch, followed by two episodes on 10 June and the final two on 17 June.
The previous series of Clarkson’s Farm was the most-streamed show in the UK during its opening weekend according to BARB, ranking in the top three shows across all commercial TV in 2025 and was awarded Best Factual Entertainment Show at National Television Awards.
The Series 4 sponsorship delivered exceptional results, including an almost 20% increase in ad awareness and a 15% uplift in quality perception, as Morrisons delivered +2.8% like-for-like full year sales growth. The campaign was recognised with a Campaign Media Award 2026 win for Retail – Online & Offline.
The idents will continue to be the only pre-show advertising, connecting the Morrisons brand directly with the series through the “Clarkson’s Farm, brought to you by Morrisons” message. The campaign will extend further to include co-branded homepage takeover on the Amazon store, homepage placements across Prime Video and Fire TV, sponsor-branded trailers across Prime Video, and exclusive branded clips across social channels.
The creative approach continues to celebrate the journey of British food from field to fork, with the idents featuring farmyard animals humorously mimicking in-store tannoy announcements. The 30-second adverts highlight the effort behind sourcing quality British produce, before showing how easily customers can pick it up in Morrisons stores.
Matt McLellan, Morrisons group customer, data and marketing director, said: “Morrisons works directly with British farmers and growers all year round and we are proud of the great quality, fresh food this delivers for our customers. This partnership continues to celebrate the journey of British food and the farmers behind it and reflects our deep-rooted commitment to British agriculture. We’re delighted to be returning as the exclusive sponsor of Clarkson’s Farm following the great success we saw last year in boosting brand awareness by being front and centre of one-of the most talked about TV shows of the summer.”
“Morrisons’ sponsorship of Clarkson’s Farm last year was a perfect example of how brands can connect with audiences at high-impact cultural moments,” said Phil Christer, managing director, Amazon Ads UK. “Last year’s campaign delivered exceptional results — including an almost 20% increase in ad awareness for Morrisons — and we’re delighted to be continuing that success. We look forward to helping Morrisons deepen that connection with millions of viewers who share their passion for great British food and farming.”
The renewed sponsorship comes as Morrisons continues to significantly invest in British farming. Earlier this year, the retailer announced a £1.6 billion commitment to British agriculture for 2026, supporting more than 2,500 UK farmers across produce, meat, fish, dairy and eggs through long-term supply partnerships that provide farmers with greater certainty and stability. The supermarket has also introduced innovative initiatives such as shared farming agreements for potato growers, helping to mitigate cost and weather-related risks.
Morrisons supports the farming community through a wide range of initiatives, including its ‘For Farmers’ range, which has raised over £29 million to date, and its Next Generation Farming Programme, which provides training and development opportunities for young farmers. Additional support includes in-store discounts for farmers, its ‘Tractor Tuesdays’ initiative, and investment in industry-wide education and sustainability programmes.
The new series of Clarkson’s Farm will see Jeremy Clarkson take on fresh challenges as he looks to modernise operations at Diddly Squat amidst wider pressures facing the UK farming industry. With new developments on the farm introducing further complexity, the upcoming season promises both humour and insight into the realities of farming today.
The extended sponsorship deal with Amazon Ads was brokered by Morrisons media agency, Zenith UK, while the creative was developed by Morrisons advertising agency, Leo UK.
