Jeremy Clarkson's Diddly Squat Farm Shop has launched a loyalty programme called Heart & Soil after seven years in business. Partner Lisa Hogan, 54, announced the change in a video posted to the official farm shop Instagram account, explaining how customers will be affected.
How the scheme works
Walking through a field on the Cotswolds farm she shares with Clarkson, 66, Hogan wore a pink baseball cap embroidered with the words Diddly Squat Farm in white lettering. She said: “It’s been quite the ride over the last… since 2019, almost eight years, at Diddly Squat Farm Shop, and we’ve done it with you guys. Our customers, and everyone that’s been to the shop.”
“So we’ve been putting our heads together to think how we can thank you, and we’ve come up with a loyalty program. We have called it Heart and Soil,” she continued. “So when you purchase anything in the shop or online, you get an Acre. And then you get to harvest it with a gift from us. I hope you enjoy it!”
Earning Acres and rewards
The farm shop elaborated in the caption: “A few years ago Diddly Squat was a shed with some potatoes. A lot has changed and that’s entirely down to you.” It added: “So we wanted to say thank you properly. We’ve launched Heart & Soil, our way of giving something back to the people who got us here. Every time you shop, you earn Acres. You build those up and you harvest your rewards. Sign up via the link in our bio.”
Fans can sign up on the Diddly Squat website and earn points by shopping, subscribing or referring friends. Those Acres can then be redeemed for “rewards, treats and seasonal surprises”.
Four membership ranks
Four ranks exist, and every £1 spent earns one Acre. The first rank entitles subscribers to “Heart and Soil exclusives”, plus chances to earn bonus Acres and rewards for referring friends.
After spending £100, shoppers get access to a surprise reward, early access to new farm produce and exclusive Heart and Soil merchandise. After spending £500, they receive another surprise reward, limited edition products, invitations to events and news from the farm.
The final rank, requiring a £1,000 spend, gets shoppers a surprise bumper bundle, free shipping on produce and exclusive experiences that “money can’t buy”. Shoppers also earn bonus Acres on their birthday, for following the farm on social media and for subscribing to mailing lists.
