Morrisons Sponsoring Clarkson’s Farm
Series four of Prime Video's popular show Clarkson’s Farm will debut next Friday (23rd), with Morrisons as its exclusive sponsor.
Each episode aired in the UK will feature one 10-second ident from the supermarket, which is the only pre-show advert and connects the brand to the series – “Clarkson’s Farm, brought to you by Morrisons”. A 30-second advert from Morrisons’ new advertising campaign will then open the first break.
The 10-second idents feature farmyard animals, including sheep and cows playfully mimicking in-store tannoy announcements. The humorous 30s adverts then continue to highlight Morrisons’ fresh, quality British-farmed food.
Created with Leo Burnett UK, they show customers sourcing their shopping in their natural, challenging conditions, such as out at sea or in a wet and muddy field.
The adverts then cut to the customers buying the produce in-store from Morrisons with ease.
The sponsorship deal aims to highlight Morrisons’ position as British farming’s biggest direct supermarket customer and the fresh produce available to its customers.
Alex Rogerson, Customer & Trade Planning Director at Morrisons, 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.”
Krishan Patel, Director, Agency UK & EMEA BD, Amazon Ads, added: “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.
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.”
NamNews Implications:
* Morrisons demonstrating their role of doing the heavy lifting in terms of food sourcing, humorously…
* Should resonate with customers battling with the realities of the UK economy
* (i.e. a clear test of the risk in using humour in trying circumstances…
* .. but if/when it works, Morrisons’ courage will be rewarded)
* Hats off to them…
* BTW, a ‘buy British’ campaign that also implies that Morrisons will not be an easy opportunity for US beef…
'Morrisons BuyBritish
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