Morrisons has extended its exclusive sponsorship of the hit TV series Clarkson’s Farm, returning for a second consecutive year.
The Prime Video show follows Jeremy Clarkson’s agricultural efforts at Diddly Squat Farm.
Morrisons says the partnership builds on last year’s campaign and reflects its 127-year connection to British farming.
The most memorable moments from Clarkson’s Farm
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.”
What to expect from Clarkson’s Farm series 5
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.
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A post shared by Jeremy Clarkson (@jeremyclarkson1)
A post shared by Jeremy Clarkson (@jeremyclarkson1)
The fifth series of Clarkson’s Farm launches on Prime Video on Wednesday, June 3, with the first four episodes to be available.
Two more will follow on Wednesday, June 10, and the final two episodes will air on Wednesday, June 17.
The sponsorship package includes two 30-second brand adverts and a series of 10-second idents, which will air on both the new episodes and those from the previous series.
The idents connect the Morrisons brand directly with the series through the “Clarkson’s Farm, brought to you by Morrisons” message.
The Series four sponsorship delivered positive 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.
“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.
He added: “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.
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“We look forward to helping Morrisons deepen that connection with millions of viewers who share their passion for great British food and farming.”
The campaign also won a Campaign Media Award for Retail—Online & Offline in 2026.
This year’s campaign expands beyond Prime Video to include a co-branded homepage takeover on the Amazon store, homepage placements on Prime Video and Fire TV, sponsor-branded trailers on Prime Video, and exclusive social media content.
The 30-second adverts highlight Morrisons’ commitment to sourcing British produce and conclude with the message that customers can easily find these products in store.
You can watch all previous seasons of Clarkson’s Farm on Prime Video before the new ones are available.
Do you watch Clarkson’s Farm? Tell us your favourite series in the comments below.
