ITV has signed a unique product placement partnership agreement with Interflora for well-known soap Coronation Street.
An Interflora flower shop will open on screen on 13 January and marks the first time that a brand has achieved such prominent product placement on the show.
To knit the brand into the storyline, character Tracy Barlow will open the florist shop which will feature Interflora branding across the exterior and interior of the shop, including branded bouquets, bags and posters within.
Chris Moxon, business manager, ITV Commercial, said the integration “demonstrates how seamlessly an iconic brand like Interflora can naturally sit side by side with our content.”
Erica Nicholson, brand manager at Interflora welcomes the opportunity for the brand to be a part of everyday life on the show: “It’s something new for us as part of our ongoing investment in our storied brand, and a great way of reaching our target audience on a regular basis across the year.”