Morrisons has renewed its sponsorship of Amazon Prime Video’s Clarkson’s Farm for the fifth series, which premiered on June 3. The supermarket giant, a long-standing supporter of British farming, continues its partnership with the popular show, building on last year’s successful campaign.
New Adverts and Idents
As part of the sponsorship, Morrisons has launched two 30-second brand adverts, supported by a suite of newly created and returning 10-second idents. These will appear across new episodes and those from previous series. The final two episodes of the current series are set to air on June 17, following the release of two episodes on June 10.
Commitment to British Agriculture
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.”
He added: “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.”
Amazon Ads Praise
Phil Christer, Managing Director of Amazon Ads UK, commented: “Morrisons’ sponsorship of Clarkson's Farm last year was a perfect example of how brands can connect with audiences at high-impact cultural moments. 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.”
£1.6 Billion Investment in Farming
Morrisons has also announced a £1.6 billion commitment to British agriculture for 2026, supporting more than 2,500 UK farmers. The supermarket supports the farming community through various initiatives, including its ‘For Farmers’ range, which has raised over £29 million to date. Additional support includes the Next Generation Farming Programme, which provides training for young farmers, in-store discounts for farmers, ‘Tractor Tuesdays’ initiative, and investment in industry-wide education and sustainability programmes.
