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ITV Unveils New Coronation Street Product Placement Agreements

Press Release   •   Jan 30, 2018 17:10 GMT

Co-op and Costa Coffee Storefronts To Appear On The Cobbles

ITV today announces that it has agreed two significant new partnerships with Costa Coffee and Co-op for Coronation Street. In an ITV first, viewers will see Co-op and Costa Coffee storefronts as part of a new extended Weatherfield set.

Both facades will be fully branded and open for business in Spring 2018 with other assets such as posters, bags and cups integrated across the iconic soap.

The new agreements also include digital and brand-licensing aspects for both brands, enabling them to use Coronation Street assets and extend the partnership off-air.

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.”

Eric Tavoukdjian, commercial marketing director for Costa Coffee UK&I, said: “Costa Coffee is delighted to be welcomed to the famous cobbles of Coronation Street as part of this innovative partnership with ITV. As the nation’s favourite coffee shop and a presence on the UK high street for more than 40 years, we feel it’s perfect to have a presence on one of the nation’s favourite and most iconic soaps. We’re looking forward to partnering with the ITV team to integrate the Costa Coffee brand into Coronation Street as part of this exciting Weatherfield set extension.”

First broadcast in 1960, Coronation Street is the longest-running soap on British TV and the most watched soap in the country. Product placement (PP) was introduced in the UK in 2011 and ITV led the way with the very first PP on British screens. In the same year the first peak time product placement was introduced in Coronation Street and since then ITV has brought together brands and programmes with PP agreements across the ITV schedule.

For further information, please contact:

The Costa Press Team - CostaPR@whitbread.com

About Costa Coffee

Founded in London by Italian brothers Sergio and Bruno Costa in 1971, Costa is now part of Whitbread PLC.

With over 2,380 coffee shops in the UK and more than 1,300 in 31 international markets we are the fastest growing coffee shop business in the UK and are proud to be the UK’s favourite coffee shop, having been awarded “Best Branded Coffee Shop Chain in the UK and Ireland" by Allegra Strategies for eight years running (2010, 2011, 2012, 2013, 2014, 2015, 2016 & 2017).

Looking after coffee growers is extremely important to us, which is why we established The Costa Foundation, a registered charity with the aim to relieve poverty, advance education and the health and environment of coffee-growing communities around the world. So far, The Costa Foundation has funded the building of 72 schools and improved the social and economic welfare of coffee-growing communities.

About ITV

ITV is an integrated producer broadcaster and the largest commercial television network in the UK. It is the home of popular television from the biggest entertainment events, to original drama, major sport, landmark factual series and independent news. It operates a family of channels including ITV, ITVBe, ITV2, ITV3 and ITV4 and CITV, which are broadcast free-to-air. ITV is also focused on delivering its programming via the ITV Hub, mobile devices, video on demand and third party platforms.

ITV Studios is a global production business, creating and selling programmes and formats from offices in the UK, US, Australia, France, Germany, the Nordics and the Netherlands. It is the largest and most successful commercial production company in the UK, the largest independent non-scripted indie in the US and ITV Studios Global Entertainment is a leading international distribution businesses.

About Co-op

The Co-op operates across food, funerals, insurance, electrical and legal services and has a clear purpose of championing a better way of doing business for you and your communities. Owned by millions of UK consumers, The Co-operative Group operates a total of 3,800 outlets, with more than 69,000 employees and an annual turnover of over £9.5 billion.