Morrisons has announced the extension of its sponsorship of Prime Video’s series Clarkson’s Farm, which spotlights British farmers.

This move builds on the supermarket retailer’s 127-year relationship with British farming and on the previous year’s successful sponsorship.

The renewed deal will see Morrisons feature two 30-second brand campaign adverts, which will be supported by newly created and returning 10-second indents during the new episodes and from previous series.

According to the business, the series 4 sponsorship delivered strong results with a nearly 20 per cent increase in ad awareness and a 15 per cent uplift in quality perception as the retailer brought in a 2.8 per cent like-for-like full-year sales growth.

The campaign will be expanded to include a co-branded homepage takeover on the Amazon store with placements across Prime Video and Fire TV and exclusive branded clips across social channels.

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Morrisons group customer, data and marketing director Matt McLellan said: “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 Farmfollowing 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.”

The creative approach aims to celebrate the journey of British-produced food from field to fork, with the idents showing farmyard animals mimicking in-store tannoy announcements.

The 30-second advertisements highlight the effort behind sourcing quality British produce before showing how customers can purchase it from Morrisons’ stores.

This comes after the supermarket recently announced a £1.6bn commitment to backing British agriculture for 2026 to support over 2,500 UK farmers.