Morrisons has extended its exclusive sponsorship of Clarkson’s Farm on Prime Video for a second consecutive year.
As part of the collaboration, the retailer will feature two 30 second adverts on the series. The adverts will be supported by a series of newly created and returning 10-second idents, which will run across both the new series and past seasons.
The idents will be the only pre-show advertising on the series. It will also feature a co-branded homepage takeover on Diddly Squat’s Amazon storefront, homepage placements on Prime Video and exclusive clips running across social media channels.
All the creative for the sponsorship was devised by creative agency Leo UK.
Morrisons group customer, data and marketing director Matt McLellan 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.
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“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.”
According to Morrisons, its season 4 sponsorship saw an almost 20 per cent increase in ad awareness and 15 per cent uplift in quality perception.
The programme will be returning for its fifth series on 3 June and is being released in two parts.
Amazon Ads UK managing director Phil Christer added: “Morrisons’ sponsorship of Clarkson’s Farm last year was a perfect example of how brands can connect with audiences at high-impact cultural moments.”
The move follows the retailer’s investment of £1.6 billion into British agriculture.
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