Argos is to become the brand new headline sponsor for ITV soap Coronation Street – only the fourth in the show’s 60 year history.
The campaign, facilitated by Omnicom Media Group’s PHD and Drum, will be a fully-integrated partnership including broadcast, hub, product placement and extensive off-air activation.
News of the partnership was confirmed by ITV CEO Carolyn McCall during ITV’s virtual palooza, on the heels of Coronation Street reaching its historic anniversary milestone on December 9th, 60 years to the day since its debut on ITV.
Argos follows in the footsteps of previous headline sponsors Cadbury, Harveys Furniture and Compare the Market.
Mark Trinder, Director of Commercial Sales and Partnerships at ITV, said “ITV are delighted to welcome Argos on board to sponsor Coronation Street. A cultural phenomenon, Coronation Street is a truly beloved and iconic brand across the world, and as the show enters its seventh decade, what better time to hail a new commercial era for the show.”
Mark Given, Chief Marketing Officer, Sainsbury’s, said “On behalf of Argos, I’d like to give a huge congratulations to ITV’s Coronation Street on achieving its impressive milestone of 60 years on air. As a British brand with decades of heritage, we’re really pleased to have been chosen as the headline sponsor for such an iconic show. I’m sure many of our customers will be tuning into Coronation Street for years to come and we’re very excited to embark on this new opportunity.”