Senior figures at Costa Coffee and the Co-op marked the launch of their product placement deals on Coronation Street by attending the official opening of the soap’s Weatherfield stores.
Dubbed “the biggest product placement partnership on British TV”, the landmark deal will see Co-op and Costa store fronts appear on screen from Friday as part of an extended Weatherfield set.
Viewers will also see other branded assets including posters, bags and cups feature in episodes of the soap.
Guests to the store opening included Costa Coffee UK and Ireland MD Jason Cotta as well as the Co-op’s retail CEO Jo Whitfield and chief operating officer Chris Whitfield.
Costa and Co-op competition winners also won the chance to become Weatherfield store managers for the day.
“This innovative partnership with ITV has been some time in the making and we are thrilled to see the shopfront looking fantastic on the iconic cobbles of Coronation Street,” said Costa commercial marketing director Eric Tavoukdjian.
“As the nation’s favourite coffee shop with a presence on the UK high street for more than 40 years, it’s a great fit to have a place on one of Britain’s favourite and most iconic soaps.”
Co-op customer director Alison Jones added: “Our partnership with ITV has been an exciting time for the whole team and we are delighted to officially unveil our Weatherfield Co-op store. 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 and we are delighted to be able to serve the residents of this iconic street.” ITV Sales Director Mark Trinder said: “This is the biggest product placement partnership ever on British TV and I’m really excited for it to be unveiled on screen to viewers as part of Coronation Street’s new set extension. The storefronts look incredible thanks to the work of Costa, Co-op and Coronation Street’s fantastic design and production teams.”
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