Sainsburys to replace Coop on Coronation Street

A deal with the Coop for a shop facade recently came to an end…

Argos and ITV have confirmed the renewal of the retailer’s Coronation Street headline sponsorship deal. In addition, a brand new Sainsbury’s and Argos store facade is being added to the troubled cobbles.

Laura Boothby, Head of Campaigns at Argos:

“Coronation Street is one of the country’s most iconic TV shows which our customers know and love, so continuing our sponsorship made perfect sense. With over 800 Sainsbury’s convenience stores across the country, we continue to make it really easy for customers to run in for a pint of milk as well as pick up a last minute birthday gift from Argos. We hope the new store brings familiarness and fun to viewers watching from home and perhaps see Ken Barlow popping in to Click & Collect a new kettle!”

After three years of engaging in sponsorship of the soap – including spin-off shows and the ITV3 classic Corrie repeats – the retailer is continuing its deal with the series which has come in for a fair bit of stick from its long term viewers recently, for an additional two years up to December 2026 and continuing its extensive package which includes licensing, digital and social activation, as well as broadcast.

Original street Product Placement: A Costa and the Coop. The Costa is now an EE phone store while the Coop is to become a Sainsburys

Introducing new product placement activity, Argos – as part of a Sainsbury’s store – will take up residence on Victoria Street. Sainsbury’s bags for life and products will be woven into the day-to-day lives of the on-screen families and residents of Weatherfield.

The retailer remains only the fourth-ever headline sponsor of the stalwart of the ITV1 and STV schedules and still manages, despite the criticism of never-ending social and grim storylines, to be streamed over 43 million times this year.

Viewers will first see the change from July 2024 when the hoardings will be installed while the new store is finished. The store will be operational on screen in the coming months.

Mark Trinder, ITV Director of Commercial Sales and Partnerships:

“We are proud and excited to be continuing and expanding the relationship between two of the nation’s most loved and recognised brands. In a world where context, creativity and engagement can sometimes suffer, this partnership delivers on all. This has been a detailed and collaborative renewal process for which I’m grateful to the many ITV teams, PHD/Drum and of course to Argos and Sainsbury’s for their approval and ongoing support.”

On the criticism of the content of Corrie, ITV stated that the soap is still the most watched of the UK soaps, which is a bit like the Titanic seeing the iceberg but not doing anything about it until after it has hit it.