Jeremy Clarkson's well-liked farming show is just days away from a return, and it has a brand new sponsor.
Morrisons has announced it will exclusively sponsor Clarkson's Farm on Prime Video ahead of launch of its brand new series.
Ahead of the return of Prime Video's hit farming show on May 23, which follows Jeremy Clarkson on his latest adventures into farming, the retailer has confirmed it will sponsor every episode of the show, new and old.
Mr Clarkson has been joined by the likes of Kaleb Cooper, Lisa Hogan, Charlie Ireland and Gerald Cooper in previous episodes at Diddly Squat Farm to highlight the challenges faced by food producers, alongside documenting his first steps into farming, and the many mishaps he has made along the way.
New sponsorship for Clarkson's Farm
And on Thursday (May 15), the UK supermarket confirmed each UK episode of Jeremy Clarkson's popular farming series will feature a 10 second pre-show ident from Morrisons, created by advertising agency Leo Burnett UK, with farmyard animals playfully mimicking in-store tannoy announcements.
It is the only pre-show advert to air on the show, and connects the brand to the series - ‘Clarkson's Farm, brought to you by Morrisons'.
Each episode will also feature a 30 second advert from Morrisons to highlight the retailers' 'fresh, quality British-farmed food'.
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Morrisons said the sponsorship deal with Amazon Ads was brokered by its media agency, Wavemaker UK, and highlights the supermarket's position as British farming's 'biggest direct supermarket customer and the great quality, fresh British produce available to its customers'.
Celebrating great British food
Alex Rogerson, Morrison's customer and trading planning director, added: "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.
Krishan Patel, director, agency UK and EMEA BD at Amazon Ads, said: "We are delighted to welcome back Clarkson's Farm on Prime Video with one of the UK's major supermarkets Morrisons, as the exclusive sponsor.
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"It is 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 have loved the chance to much in [literally] on a story that really matters.
"We wanted to show that great food does not just appear on shelves - it is a fun, proudly British celebration of where our food comes from."
Kelly Parker, chief executive at 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 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."
Support for British farming
Morrisons said it was the first UK retailer to create a ‘For Farmers' range of milk, cream, cheese and eggs which has now raised over £25m and gives back directly to farmers.
Its ‘Tractor Tuesdays' initiative also gives farmers 25% off its cafe menu on a Tuesday and helps to make the farming industry more 'visible' to customers shopping for the food they produce.
The first four episodes of the programme will launch of Prime Video on May 23. An additional two episodes will air a week later on May 30, followed by the final two on June 6.
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