Tesco Finest to sponsor Downton Abbey

Tesco Finest has become the latest sponsor of ITV's 'Downton Abbey'.

Downtown Abbey: Tesco Finest is to sponsor the third series of the ITV drama
Downtown Abbey: Tesco Finest is to sponsor the third series of the ITV drama

The deal marks the first time that Tesco Finest has embarked on a TV sponsorship. It replaces P&O Cruises, which sponsored the third series. The first two series were sponsored by Aviva as part of its Drama Premieres package on ITV.

The Tesco Finest deal was negotiated by Initiative and ITV Commercial and includes sponsorship across broadcast, mobile and online. The supermarket's ad agency Wieden & Kennedy will create the idents.

David Wood, UK marketing director at Tesco said: "'Downton Abbey' is a great brand fit for Tesco Finest. The show is well crafted, authentic, and inspiring. The partnership will build on these fundamental elements, bringing them to life across multiple platforms as we gear up for an exciting few months for Finest."

Mark Trinder, a sales director at ITV Commercial and Online, said: "The coming together of two of the UK’s most high profile brands this autumn in Tesco Finest and 'Downton Abbey' makes for a high-impact partnership.

"The package is a great example of how partnering with ITV can enhance a brand’s appeal to the benefit of our customers and viewers."

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


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

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published