The Co-op extends ITV partnership

The Co-op has announced a three-year extension of its product placement deal on ITV’s Coronation Street.

The renewed deal will see the Weatherfield Co-op branch remain as a “firm fixture” on the soap after it embarked on an ITV-first product placement partnership in 2018.

The partnership will see a new addition of Co-op branded delivery bikes to reflect the retailer’s growth into the online and rapid delivery market from its stores across the UK.

Alongside product placement on the soap, the agreement includes digital and brand-licensing aspects, enabling Co-op to use Coronation Street assets and extend the partnership off-air.

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“Co-op’s partnership with ITV’s Coronation Street has really resonated with our customers, bringing together two iconic and northern institutions that are built on community spirit. The relationship has unlocked so many fantastic opportunities, not only for the brand but also our members, with exclusive product launches and money can’t buy opportunities to engage with the cast,” Co-op customer and community director Alison Jones said.

To celebrate the soap’s 60th anniversary in 2020, Co-op launched an exclusive Coronation Street shopping bag to commemorate the remarkable milestone.

“When we first partnered with Co-op three years ago it was part of the biggest product placement ever on British TV and it’s been fantastic to see it grow and develop both on and off-screen. I’m delighted that Co-op will be continuing on the cobbles and look forward to working together further,” ITV director of commercial sales and partnership Mark Trinder added.

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