Morrisons Extends Exclusive Sponsorship for Clarkson’s Farm as Season 5 Prepares to Launch.

Morrisons has announced the extension of its exclusive sponsorship of Prime Video’s hit series Clarkson’s Farm, marking a second consecutive year of partnership with the popular reality show. The renewed deal underscores Morrisons’ long-standing commitment to British farming while ensuring its brand remains front and center as the series returns to screens this summer. Season 5 of Clarkson’s Farm, filmed at Jeremy Clarkson’s Diddly Squat Farm in Chipping Norton, Oxfordshire, will premiere on Wednesday, June 3, with a staggered release of episodes through mid-June.

The renewed sponsorship sees Morrisons continuing its integrated campaign across multiple platforms. Two new 30-second brand adverts will accompany the series, supported by 10-second idents — a mix of new creations and returning favorites — that run across the new episodes and previous seasons. The idents, unique in serving as pre-show advertising, feature humorous farmyard animals mimicking in-store announcements, highlighting the journey of British produce from field to fork. The 30-second adverts further emphasize the effort behind sourcing high-quality British food and showcase how easy it is for shoppers to access it in Morrisons stores.

Morrisons’ previous partnership with Clarkson’s Farm proved highly successful. Season 4 of the series was the most-streamed show in the UK during its opening weekend, ranking among the top three across all commercial television in 2025. The show also received the Best Factual Entertainment Show award at the National Television Awards. Morrisons’ sponsorship contributed to an almost 20% increase in brand awareness and a 15% uplift in quality perception, helping deliver +2.8% like-for-like sales growth for the full year. The campaign was recognized with a Campaign Media Award 2026 in the Retail – Online & Offline category.

Alongside broadcast advertising, Morrisons is integrating its brand across Prime Video and Amazon platforms. Campaign elements include a co-branded homepage takeover on the Amazon store, prominent placements on Prime Video and Fire TV, sponsor-branded trailers, and exclusive clips on social media channels. The approach continues to celebrate British farming, emphasizing the dedication of farmers and showcasing Morrisons’ role in supporting local agriculture.

Matt McLellan, Morrisons Group Customer, Data and Marketing Director, emphasized the retailer’s deep ties to the farming community: “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.”

Phil Christer, Managing Director of Amazon Ads UK, highlighted the value of the sponsorship: “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.”

Morrisons’ investment in British farming goes beyond sponsorship. Earlier this year, the retailer pledged £1.6 billion to support UK agriculture in 2026, helping over 2,500 farmers across produce, meat, fish, dairy, and eggs through long-term supply agreements that provide stability and certainty. The supermarket also offers innovative initiatives like shared farming agreements for potato growers, in-store discounts for farmers, and its ‘Tractor Tuesdays’ campaign, along with the Next Generation Farming Programme for young farmers. The retailer’s For Farmers range has raised over £29 million to date, highlighting its commitment to the broader agricultural community.

Season 5 of Clarkson’s Farm promises to showcase Jeremy Clarkson navigating new challenges as he attempts to modernize operations on the farm amidst wider pressures facing UK agriculture. With returning cast members and fresh developments on Diddly Squat Farm, the upcoming season is set to deliver the humor, chaos, and insight that fans have come to expect — now amplified by Morrisons’ continuing support and integrated campaign.

The renewed sponsorship deal was brokered by Morrisons’ media agency, Zenith UK, with creative development handled by Leo UK. By combining high-profile advertising, digital integration, and creative storytelling, Morrisons ensures its brand is closely tied to the narrative of British farming, Jeremy Clarkson’s adventures, and the ever-popular Clarkson’s Farm series.

With the premiere approaching on June 3, viewers can anticipate a season full of unexpected farming experiments, new challenges, and humorous interactions, all while enjoying the continued presence of Morrisons as a brand celebrating the journey of British food from field to fork.