Furniture Choice has agreed a product placement deal with primetime ITV show Ant and Dec’s Saturday Night Takeaway.

The Yorkshire-based retailer is now the sole provider of sofas for the show’s ‘Sofawatch’ segment.

The company’s Hampton Ivory sofa, which was used in ‘Sofawatch’

Sofawatch sees families gather at undisclosed locations around the UK to try to bag themselves tickets for the following week’s live show.

As part of the deal, a Furniture Choice sofa will be hidden in different locations each week, with members of the public being encouraged by the show’s hosts to dash to the secret spot before the end of the episode.

Tom Obbard, MD at Furniture Choice, said: “At Furniture Choice we’re always looking for innovative marketing ideas, and are thrilled that our sofa will now be showcased on one of ITV’s biggest, and most loved Saturday night shows. Being shown on TV opens the brand up to a huge audience and is a platform that we hope to explore further in the future.”