Animal rights group PETA has urged Jeremy Clarkson to turn his Diddly Squat Farm into an animal sanctuary, sending him a provocative “Christmassacre” jumper
Jeremy Clarkson has been urged to make a dramatic change at Diddly Squat Farm after animal rights group PETA sent him what it described as a stark Christmas message, calling on the broadcaster to abandon farming livestock and turn his Oxfordshire land into an animal sanctuary. The former Top Gear presenter, who has become an unlikely farming figure in recent years, has been offered a so-called “Christmassacre” jumper as part of PETA’s latest festive campaign. The organisation says the graphic knitwear is designed to confront people with the realities of meat consumption during the holiday season and encourage them to adopt a vegan lifestyle.
In a letter addressed directly to Clarkson, PETA suggested that “years of sending animals to their deaths” may have “left him cold” and claimed the jumper would help “warm him up” over Christmas. The garment, made from vegan materials, features disturbing imagery of animals traditionally eaten during the festive period, including turkeys, pigs and cows, depicted in ways intended to mirror slaughterhouse scenes.
The letter, signed by PETA Vice President of Programmes Elisa Allen, goes on to urge Clarkson to “get off the animals’ naughty list” by changing his approach to farming.
The letter reads: “Christmas is a time to reflect on how we can each bring the spirit of peace and goodwill into our everyday lives. We hope our festive jumpers will finally inspire you to adopt a vegan lifestyle and transform Diddly Squat farm into a sanctuary where animals can live out their lives in peace.”
Elisa said the gruesome designs depicted on the jumpers are a “sombre reminder that over 180 million animals are violently killed in the UK during the festive season alone.”
PETA argues that animals raised for meat are often kept in overcrowded and dirty conditions before being transported long distances to slaughterhouses, where they are killed. The organisation claims that moving away from animal agriculture would not only prevent suffering but also reduce carbon emissions and lower the risk of serious health conditions linked to meat consumption.
The jumpers, which cost £75 each and are available through PETA’s website, form part of a wider Christmassacre campaign. This includes a Christmas advert currently being shown in cinemas across the UK, including venues in Oxford, encouraging viewers to reconsider the origins of their festive meals.
Clarkson, 65, bought the 1,000-acre Diddly Squat Farm near Chipping Norton in 2008, initially as an investment after the tenant farmer retired. For several years the land was managed by contractors, but Clarkson later decided to take a hands-on role himself, a decision that led to the creation of Amazon Prime Video’s hit series Clarkson’s Farm.
First broadcast in 2021, the show follows Clarkson as he attempts to run the farm with little prior experience, documenting the realities of modern British agriculture, from unpredictable weather and rising costs to planning disputes and animal welfare rules. The programme has been a major success for Amazon and has introduced farming issues to a much wider audience, while also showcasing Clarkson’s often combative views on environmentalism, veganism and rural regulation.
Throughout the series, Clarkson has been openly critical of vegan campaigns and animal rights activists, frequently defending meat eating and traditional farming practices. Diddly Squat currently raises livestock and grows crops, with produce sold through the now-famous farm shop that has attracted thousands of visitors since it opened.
