A new Sainsbury’s Local store on Coronation Street made its TV debut last night as part of an extended product placement deal with ITV announced earlier this year.
The Sainsbury’s and Argos store facade on Victoria Street will now become a feature of the TV soap, replacing a Co-op fascia on the same fictional site, which closed earlier this year after the convenience retailer ended its six-year brand partnership.
As well as the store, Sainsbury’s shopping bags and products will be woven into the day-to-day stories of the on-screen families and residents of Weatherfield.
Laura Boothby, head of campaigns at Argos, said: “We’re looking forward to watching the Coronation Street cast walk the legendary cobbles into our newest Sainsbury’s Local store. We know our customers have been eagerly waiting to spot the new store and we’re thrilled that everyone’s favourite characters, from Ken Barlow to Chesney Brown, can now pick up some groceries or Argos orders quickly and easily on The Street!”
Mark Trinder, ITV director of commercial sales and partnerships, added: “It’s a hugely exciting moment for the store to become part of the famous cobbles and the culmination of a lot of hard work, creativity and collaboration between brands as part of Argos and Sainsbury’s continuing support of the country’s most-watched soap.”
NAM Implications:
- For those of us who may have been satisfied with a 5-second glimpse of a can of a favourite beverage on the lead actor’s fridge shelf…
- …compare that with an entire outlet of a No.2 Mult, shoppers and shopping bags in Coronation Street.
- Now that’s product placement!
- Nice one Sainsbury’s…
