The Co-operative’s largest sponsorship has been agreed having announced a one-year deal to sponsor ITV’s national weather bulletins.
Beginning on 1 January, the agreement will see visual and verbal brand cues run before and after each bulletin three-times-a-day on ITV, replacing current sponsor Topps Tiles.
Sponsorship idents will be created by the brand's retained advertising agency TBWA/Manchester.
Liz Matkin, head of sponsorship for Co-op agreed the deal.
Tim Hurrell, managing director of The Co-operative Food, said: "This is a great deal for the Co-operative Food and gives us a unique opportunity to encourage consumers to think about the way they shop.
"We are not looking at this deal as a simple media spend but as a partnership that will give us a platform to promote local shops, local suppliers and seasonal food," he continued.
The deal was agreed directly with ITV by the Co-op's head of sponsorship Liz Matkin.
David Croft, ITV director of regional sales, added: "ITV National Weather has peaked with audiences of up to seven million viewers in the early evening news slot. This sponsorship is a great brand fit and will give The Co-operative a fantastic opportunity to put its brand in front of a valuable audience on a regular basis."