- Morrisons works directly with British farmers and growers all year round -
- Morrisons is showing its support for the show featuring top TV farmers Jeremy Clarkson and Kaleb Cooper in their latest ventures -
- Fourth series of Clarkson’s Farm launches on Prime Video on 23 May -
- Morrisons idents and a 30 second TV ad will feature in all eight episodes -
Morrisons is announcing its exclusive sponsorship of Prime Video’s hit UK Original series Clarkson’s Farm as well as all previous episodes from seasons 1-3.
The first four episodes of the programme, which is set at Jeremy Clarkson’s Diddly Squat Farm in Chipping Norton, will launch on Prime Video on 23 May. An additional two episodes will air a week later on 30 May, followed by the final two on 6 June.
Each episode aired in the UK will feature one 10 second Morrisons ident which is the only pre-show advert and connects the Morrisons brand to the series – “Clarkson’s Farm, brought to you by Morrisons”. A 30 second advert from Morrisons new advertising and brand campaign will then open the first break.
The 10 second idents feature farmyard animals including sheep and cows playfully mimicking in-store tannoy announcements. The humorous 30s adverts then continue to highlight Morrisons fresh, quality British-farmed food. Created with Leo Burnett UK, they show customers sourcing their shopping in their natural, ‘challenging’ conditions such as out at sea or in a wet and muddy field. The adverts then quickly cut to the customers buying the produce in-store from Morrisons with ease.
The sponsorship deal with Amazon Ads was brokered by Morrisons media agency - Wavemaker UK, and highlights Morrisons position as British farming’s biggest direct supermarket customer and the great quality, fresh British produce available to its customers.
Alex Rogerson, Morrisons Customer & Trade Planning Director, said: "From field to fork, acres to aisles and tractors to trolleys – this sponsorship is a celebration of the quality of great British-farmed food, the journey it takes and the farmers who make it possible. Morrisons works directly with British farmers and growers all year round and we pride ourselves on our great quality, fresh food as a result."
“We're delighted to welcome back Clarkson’s Farm on Prime Video with one of the UK’s major supermarkets, Morrisons, as the exclusive sponsor,” said Krishan Patel, Director, Agency UK & EMEA BD, Amazon Ads. “It’s a great example of how we are helping brands, like Morrisons, connect with millions of viewers and build brand loyalty alongside one of Prime Video’s biggest and most-loved shows.”
Mark Elwood, Chief Creative Officer at Leo Burnett UK, said: “We’ve loved the chance to muck in (literally) on a story that really matters. Pairing Clarkson’s Farm with Morrisons fresh British food gave us loads to play with. We wanted to show that great food doesn’t just appear on shelves - it’s a fun, proudly British celebration of where our food comes from.”
Kelly Parker, CEO of Wavemaker UK, said: “Clarkson’s Farm is a natural fit for Morrisons, which offers top-quality produce fresh from farms and fisheries. Our long-standing relationship with Morrisons has always been built around innovation and this exciting sponsorship utilises both the power of Prime Video’s premium content and Amazon’s innovative advertising solutions to connect Morrisons with audiences that care about their food, where it comes from, and how farming really works.”
Morrisons was the first UK retailer to create a ‘For Famers’ range of milk, cream, cheese and eggs which has now raised over £25 million and gives back directly to farmers. In a further show of support for the nation’s growers and producers it also gives all of its farmers a five per cent discount in-store and online. Its ‘Tractor Tuesdays’ initiative gives farmers 25 per cent off its café menu on a Tuesday and helps to make the farming industry more visible to customers shopping for the food they produce.
Morrisons has also championed the farming community through training and has invested in the Royal Countryside Fund’s Farm Resilience Programme, offering free business skills courses to family farms. It has also partnered with McDonald’s and the NFU to launch the first School of Sustainable Food & Farming at Harper Adams University to help address the skills gaps in agriculture and help embed new sustainable farming methods.
YouGov reported that the third series of Prime Video’s Clarkson’s Farm topped the streaming charts in May 2024 with 85m views from 10.1m viewers, ahead of The Big Bang Theory and Bridgerton. In the fourth series, Jeremy is taking on his most ambitious project yet, setting out to buy a pub that will reignite his Farm to Fork restaurant vision. But the road to becoming a landlord isn’t exactly straightforward, and with new faces, new livestock and new machinery arriving at the farm, life at Diddly Squat is busier than ever.
After rounding off Season three with the Diddly Squat gang toasting a tumultuous year, we return a few months later to discover that life on the farm has become rather different… Kaleb has embarked on a nationwide tour with a one-man show about farming, Lisa is away working on another new product line, and Jeremy has been left to run the farm by himself.