Morrisons has announced its exclusive sponsorship of Prime Video’s popular UK Original series Clarkson’s Farm, including all previously released episodes from seasons 1 through 3.

The first four episodes of the latest series-set at Jeremy Clarkson’s Diddly Squat Farm in Chipping Norton, will premiere on Prime Video on 23 May. Two more episodes will follow on 30 May, with the final two airing on 6 June.

Each UK broadcast of the show will begin with a 10-second Morrisons ident—the only pre-show advert—which links the supermarket’s brand to the series: “Clarkson’s Farm, brought to you by Morrisons.” A 30-second advert from Morrisons’ latest advertising and brand campaign will then kick off the first ad break.

The 10-second idents feature farm animals such as cows and sheep humorously imitating in-store tannoy announcements. The 30-second ads carry on this playful tone, showcasing Morrisons’ fresh, high-quality, British-farmed food.

Developed by Leo Burnett UK, the ads portray customers collecting food in rugged, natural environments like the sea or muddy fields, before quickly transitioning to those same customers buying the produce effortlessly in a Morrisons store.

The sponsorship, arranged by Morrisons’ media agency Wavemaker UK in collaboration with Amazon Ads, reinforces Morrisons’ role as the UK’s largest direct supermarket customer of British farming, while promoting its fresh and top-quality British produce.

Alex Rogerson, Morrisons Customer & Trade Planning Director, said: “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.”

“We’re delighted to welcome back Clarkson’s Farm on Prime Video with one of the UK’s major supermarkets, Morrisons, as the exclusive sponsor,” said Krishan Patel, Director, Agency UK & EMEA BD, Amazon Ads. “It’s 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’ve loved the chance to muck in (literally) on a story that really matters. Pairing Clarkson’s Farm with Morrisons fresh British food gave us loads to play with. We wanted to show that great food doesn’t just appear on shelves – it’s a fun, proudly British celebration of where our food comes from.”

Kelly Parker, CEO of 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 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.”