Coronation Street is set to get its own Co-op supermarket and Costa Coffee branch in a landmark deal that will see shop fronts appearing on a show as product placements.
Viewers of the ITV soap will see both stores open on the street this spring.
Co-op's and Costa Coffee's facades will be seen on the show, alongside branded posters, bags and cups used by Coronation Street characters.
ITV did not disclose the amount it would be paid under the deal.
“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”, said Co-op’s customer director Alison Jones.
Costa Coffee’s UK and Ireland commercial marketing director Eric Tavoukdjian said the chain was “delighted to be welcomed to the famous cobbles of Coronation Street as part of this innovative partnership with ITV”.
Product placement was first allowed on UK TV screens in 2011. Broadcast regulator Ofcom’s rules stipulate what can’t be promoted within programmes, for example: cigarettes, alcoholic drinks, gambling products and baby milk.
ITV reported a 9 per cent fall in advertising revenue in the first three quarters of last year and announced the appointment of Dame Carolyn McCall, formerly of easyJet, as its new CEO in July. Ms McCall started her new role earlier this month.
