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DFS strikes product placement deal on ITV’s This Morning


By Jessica Davies, News Editor

January 2, 2013 | 2 min read

Furniture retailer DFS has struck a one-year product placement deal with ITV for its daytime show This Morning.

The deal will see bespoke DFS furniture feature in the show from today (2 January), accompanied by an introductory strap line, which will appear on-screen live to alert viewers to the placement.

This will be supported by an off-air licensing agreement, which will see DFS use ITV’s This Morning logo in store and online. The campaign will also include experiential, social media and branded content activity throughout the year.

DFS will also have a dedicated area on dedicated to information about DFS’ ranges and competitions.

Nick Ashworth, media manager at DFS said the partnership is aimed at helping it build opportunities beyond traditional TV spot advertising.

“We are excited to be working with ITV to showcase the design and build quality of our hand crafted sofas in one of their most recognisable daytime programmes. It is a great opportunity for DFS to look at building a partnership beyond spot advertising, in order to engage and interact with a very loyal audience."

DFS and ITV worked with MediaCom Beyond Advertising to secure the deal.

Chris Fuller, head of broadcast sponsorship for MediaCom Beyond Advertising, said, “The DFS and This Morning partnership really puts product placement at the heart of a much bigger integrated solution that also includes experiential; licensing; and branded content. All parties involved have taken a really considered and collaborative approach as to how we can deliver a highly engaging and cohesive campaign across 2013.”


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