Tesco has announced the first-ever TV sponsorship for its premium own-label Tesco Finest range.
The brand is sponsoring smash-hit ITV drama series Downton Abbey, which returns to TV screens with its fourth series next month. The previous series pulled in around 12 million viewers, which was roughly a 40% share of the total TV audience.
The sponsorship will run throughout the upcoming series and includes an integrated package across broadcast, mobile and online. Global communications network Initiative acted on behalf of Tesco in striking the deal with ITV Commercial.
“Downton Abbey is a great fit for Tesco Finest as the show is well crafted, authentic, and inspiring,” said Tesco UK marketing director David Wood. “The partnership will build on these fundamental elements, bringing them to life across multiple platforms as we gear up for an exciting few months for Finest.”
Finest was launched in 1998 as a ready meals range. It now includes more than 1,400 lines across categories including fresh produce and meat, tea, coffee, pasta, sauces, confectionery and frozen food.