ITV unveils new partnerships with Costa and Co-op
In an ITV first, viewers will see Co-op and Costa Coffee storefronts as part of a new extended Weatherfield set.
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.
ITV sales director Mark Trinder 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.”
Co-op customer director Alison Jones 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.”
Costa Coffee UK commercial marketing director Eric Tavoukdjian 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.
