Amazon | Clarkson’s Farm

Amazon Fresh set out to launch its first-ever collaboration between Fresh and Prime Video, using Clarkson’s Farm to drive awareness, relevance, and both in-store and online traffic. The challenge was to translate a much-loved entertainment property into a grocery context in a way that felt culturally credible, commercially effective, and genuinely engaging for customers.

I helped shape a fully shoppable, multi-channel campaign that connected Prime Video fandom with everyday grocery shopping. The focus was on creating a cultural moment - not just a media placement - using creators, storytelling, and commerce to bring the partnership to life across touchpoints.

MY ROLE

I led the end-to-end campaign rollout, including the launch of a curated Clarkson’s Farm product range online and in stores. The campaign was anchored by a two-day creator and press event at Soho Farmhouse, supported by original recipe content designed to drive cross-category basket building. I coordinated a fully omni-channel activation spanning Amazon Gateway, in-store experiences, email and push, Deliveroo, Amazon UK social channels, and a first-ever Prime Video Ads Spotlight test — aligning teams across marketing, media, retail, and PR.

OUTCOME

The campaign generated extensive earned media coverage across TV, national press, and lifestyle titles, alongside strong organic reach driven by Clarkson’s Farm creators and talent. It delivered a meaningful uplift in both online and storefront traffic and established a scalable blueprint for future creator-led brand collaborations across Amazon.