Co-op and Costa sets to feature on Coronation Street as ITV seals product placement deal
The Co-op and Costa Coffee have moved streets ahead of their competition after signing a product placement agreement with ITV that will see their branded storefronts take pride of place within a revamped Coronation Street set.
Co-op & Costa Coffee move streets ahead with ITV product placement deal
The fictional street is being given a makeover akin to real-world High Streets as the march of chain retailers make their presence felt on the small screen.
Moving beyond bricks and mortar the agreement will also encompass the appearance of matching posters, bags and cups which will be liberally sprinkled around the cobbled street, deepening an embed which will also extend off air with both brands permitted to reproduce Coronation Street assets.
Mark Trinder, sales director, ITV said: “The expansion of the Coronation Street set has given us a great opportunity to feature branded shop facades as more of Weatherfield is opened up to viewers. Incorporating product placement on this scale is something we have wanted to do for some time and we’re delighted with this exciting opportunity. We’ve worked really closely with the Coronation Street team to make sure we’ve got a great brand fit for Co-op and Costa Coffee with the nation’s favourite soap while still ensuring editorial integrity.”
Alison Jones, customer director at Co-op said: “Coronation Street is all about community life and the Co-op is a retailer at the heart of local life and being close to the customer, which makes this a perfect match. We are excited about the opportunity to showcase our brand on the world’s most famous street by unveiling a Weatherfield store and having further brand placements with our shopping bags.”
Both shopfronts ready to welcome cast members in need of a loaf of bread or a cuppa from the spring.
Product placement was first sanctioned in the UK in 2011 with ITV quick to capitalise, striking placement deals with the likes of Nationwide.