Co-op and ITV have announced the renewal of their partnership, following three successful years since the iconic Co-op Weatherfield store debuted on the Coronation Street soap opera.
The UK convenience retailer and Britain’s longest running soap embarked on an ITV-first product placement partnership in 2018, which introduced a fully branded Co-op store to the famous street, with other assets such as shopping bags integrated across the iconic show.
As part of the new three-year deal, the Co-op store and bags will remain a firm fixture on the soap with the new addition of Co-op branded delivery bikes to reflect the retailer’s growth into the online and rapid delivery market from its stores across the UK.
Alison Jones, Customer & Community Director at Co-op said: “Co-op’s partnership with ITV’s Coronation Street has really resonated with our customers, bringing together two iconic and northern institutions that are built on community spirit. The relationship has unlocked so many fantastic opportunities, not only for the brand, but also our members, with exclusive product launches and money can’t buy opportunities to engage with the cast.”
Alongside product placement on the soap, the agreement includes digital and brand-licensing aspects, enabling Co-op to use Coronation Street assets and extend the partnership off-air.
Mark Trinder, Director of Commercial Sales and Partnerships, ITV, said: “When we first partnered with Co-op three years ago it was part of the biggest product placement ever on British TV and it’s been fantastic to see it grow and develop both on and off-screen. I’m delighted that Co-op will be continuing on the cobbles and look forward to working together further.”