Interflora signs one-year Coronation Street deal

ITV has landed one of its biggest product-placement deals after agreeing to feature an Interflora store in Coronation Street for one year.

Interflora: Weatherfield shop
Interflora: Weatherfield shop

Interflora is thought to have paid nearly £1 million for the partnership, which will see the character Tracy Barlow run the new florist from 13 January.

The Leeds division of Carat brokered the deal for Interflora, whose branding will appear in the shop and on bouquets.

ITV said no brand has had "such prominence" in the soap before and "it demonstrates how seamlessly an iconic brand like Interflora can naturally sit side by side with our content".

ITV has aired 4,000 hours of product placement since its use on TV was approved by Ofcom in 2011.

Paul Richards, an analyst at Numis, said product placement "hasn’t made a significant difference" in terms of bringing in new revenue for ITV because advertisers may have been using money from their existing TV budget.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More