Sainsbury’s Argos chain has renewed its sponsorship deal with ITV’s Coronation Street. In addition, a new Sainsbury’s and Argos store facade is being added to the famous cobbles, replacing an existing Co-op store.
After three years of sponsorship, the retailer is extending its deal with the iconic soap for an additional two years up to December 2026 and continuing its package, which includes licensing, digital and social activation, as well as broadcast.
Introducing new product placement activity, Argos 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.
Viewers will first see the change from the Co-op in July when hoardings will be installed while the new store is finished. The store will then be operational on screen within months.
“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,” said Laura Boothby, Head of Campaigns at Argos.
“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!”
