ITV agrees "significant" product placement deals for Coronation Street

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ITV has announced two "significant" new product placement partnerships for Coronation Street.

Viewers will now see Co-op and Costa Coffee storefronts as part of a new extended Weatherfield set.

Both facades will be fully branded and open for business by the spring with other assets such as posters, bags and cups integrated across the soap.

The new agreements also include digital and brand-licensing aspects for both brands, enabling them to use Coronation Street assets and extend the partnership off-air.

Mark Trinder, sales director at ITV, said: “The expansion of the Coronation Street set has given us a great opportunity to feature branded shop facades as more of Weatherfield is opened up to viewers. Incorporating product placement on this scale is something we have wanted to do for some time and we’re delighted with this exciting opportunity.

"We’ve worked really closely with the Coronation Street team to make sure we’ve got a great brand fit for Co-op and Costa Coffee with the nation’s favourite soap while still ensuring editorial integrity.”

First broadcast in 1960, Coronation Street is the longest-running soap on British TV and the most watched soap in the country. Product placement (PP) was introduced in the UK in 2011 and ITV broadcast the very first PP on British screens.