B&Q has agreed a product placement deal with ITV which will see a new kitchen from the retailer installed on the set of daytime programme This Morning.
The two-year partnership will also see the use of the retailers’ appliances within the kitchen, while off air licensing will include the use of the This Morning logo across product ranges in-store and online.
Social media handled by both ITV and B&Q will further highlight the partnership.
Katherine Marlow, branded content manager for ITV Commercial, said: “Once again we have worked extremely closely with our production partners to break new ground – just last February we launched the UK’s first foray into product placement with Nescafe’s coffee machine appearing within the This Morning kitchen and now we are delighted to have secured a deal to place the kitchen itself. Naturally the real value of product placement stems from the seamless integration of a multi-platform campaign alongside on-air activity whilst still fulfilling a programme’s editorial need - we believe that this collaboration with B&Q is a great example of this approach.”
Katherine Paterson, marketing director for B&Q added: “Partnering up with the nation’s favourite daytime programme is the perfect way to showcase our stunning kitchen range to their viewers. We have been working closely with This Morning to ensure that as many people as possible know about the partnership; through our social media channels right through to our website DIY.com; and we’re looking forward to seeing the first of our kitchens on air today.”
The deal was arranged by Newcast and Zenith Optemedia.