Morrisons makes big Jeremy Clarkson move – starts June 3

Now on to its fifth series, the programme, which takes place at Jeremy Clarkson’s Diddly Squat Farm in Chipping Norton, will launch on Prime Video on Wednesday, 3 June.

For the past 127 years, Morrisons has been building on its relationship with British farming, and this sponsorship continues that.

The renewed sponsorship will see Morrisons feature two 30-second brand campaign adverts, supported by a suite of newly created and returning 10-second idents across the new episodes and those from the previous series. The new series will follow a staggered schedule, with the first four episodes available at launch, followed by two episodes on 10 June and the final two on 17 June.

The last series of Clarkson’s Farm became the most-streamed show in the UK during its opening weekend, according to BARB. It ranked in the top three shows in commercial TV in 2025 and also won the award for Best Factual Entertainment Show at National Television Awards.

Matt McLellan, Morrisons group customer, data and marketing director, 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. 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.”

“Morrisons’ sponsorship of Clarkson’s Farm last year was a perfect example of how brands can connect with audiences at high-impact cultural moments,” said Phil Christer, managing director, Amazon Ads UK. “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.”

Clarkson’s Farm series five will see Jeremy Clarkson attempt to modernise operations at Diddly Squat amidst wider pressures facing the UK farming industry.

Clarkson’s Farm returns on Wednesday, June 3.