A full-scale Co-op shopfront is to get a new starring role in Coronation Street, after a major product placement deal between the retailer and ITV.
The broadcaster announced today it had signed deals with both the Co-op and high street chain Costa Coffee, which will see their facades appear as part of a new extended Weatherfield set.
Both facades will be fully branded and as part of the commercial deal other branding such as posters, bags and cups will be integrated across the soap.
The retailers have also signed digital and brand-licensing aspects for both brands, enabling them to use Coronation Street assets and extend the partnership off-air.
Co-op customer director Alison Jones said the brand placement opportunities were a chance for the retailer to boost its community credentials.
“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,” she said.
“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.”
ITV sales director Mark Trinder added: “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.”