Morrisons, one of the UK’s leading supermarket chains, has announced it is renewing its sponsorship for the fifth series of Amazon Prime Video’s hit show, Clarkson’s Farm, which premiered on June 3. This partnership underscores Morrisons’ 127-year heritage of supporting British farming while building on the success of last year’s sponsorship.
To promote the new series, Morrisons has launched two new 30-second brand adverts along with a range of 10-second idents featured across the latest and previous episodes. Fans of the show caught two episodes released on June 10, with the remaining two episodes set to air on June 17.
Matt McLellan, Group Customer, Data and Marketing Director at Morrisons, emphasized the supermarket’s ongoing dedication: “Morrisons works directly with British farmers and growers all year round, proud to deliver great quality, fresh food to our customers. This partnership celebrates the journey of British food and the hardworking farmers behind it, reflecting our deep-rooted commitment to British agriculture.”
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Phil Christer, Managing Director of Amazon Ads UK, added: “Last year’s Clarkson’s Farm sponsorship was a prime example of how brands can engage with audiences during impactful cultural moments. The campaign boosted Morrisons’ ad awareness by nearly 20%, and we are excited to continue this success and help Morrisons connect with millions of viewers passionate about British food and farming.”
In addition to the sponsorship, Morrisons has made a substantial £1.6 billion pledge to support British agriculture through 2026, aiding over 2,500 UK farmers. This commitment is complemented by numerous initiatives, including the ‘For Farmers’ range—which has raised over £29 million to date—the Next Generation Farming Programme offering training opportunities for young farmers, in-store discounts through ‘Tractor Tuesdays,’ and investments in education and sustainability programs across the farming sector.
Morrisons’ ongoing efforts demonstrate a robust partnership with British agriculture, blending tradition and innovation to strengthen the farming community and bring fresh, high-quality produce directly to consumers.