The ten-part Farm Camp series will show a group of children giving up their lives in the city for the life on a farm.
Morrisons is fully funding the series with sponsorship from the supermarket’s Let’s Grow campaign, which is now in its second year.
Morrisons group marketing and communications director Angus Maciver says:
“Farm Camp is a great way of encouraging children to learn more about where food comes from, which is what Let’s Grow is all about. Being closer to the source than any other retailer is important to us and it’s great that farm camp will help our younger customers understand the journey of food from farm to fork.”
Let’s Grow helps school children learn to grow fruit and vegetables and provides free gardening equipment to schools with a voucher scheme.
The deal was brokered by media agency Mediaedge:cia and the program created by Handle and Spout.
Mediaedge:cia head of branded content Chantal Rutherford Browne says: “Branded content works best when it has the brand’s values. This show offered just that. It’s about fresh, local produce and getting children to engage. Innovative companies like Morrisons are beginning to understand the importance of getting closer to content.”
In September the supermarket reported like for like sales soared 7.8% in the six months to 2 August.