Leeds-based Pharmacy2U has been announced as the lead sponsor of Loose Women in a year-long deal planned and executed by full service agency IMA
The campaign launches next Monday (27 April) and will run across TV, online and social media. It follows what the company describes as a standout 12 months, during which it passed the two million patient milestone, launched a new app and health hub, relaunched its pet health service and completed several strategic acquisitions.
The partnership brings together two brands that share a common heritage, having both launched in 1999, and have since become established names in their respective sectors.
READ MORE: Coronation Street favourite and Dancing on Ice finalist lands unexpected Hollyoaks role
One of ITV’s most popular daytime programmes, Loose Women attracts around 2.3 million viewers each week across the UK and has a strong focus on health-related topics including mental health, weight loss and the menopause. Pharmacy2U said it has more than a million female customers, with four in five of its family accounts managed by women.
Glyn Williams, Chief Marketing Officer at Pharmacy2U, said: “Loose Women on ITV is a natural fit for us, aligning with both our audience and aims. The programme’s open, honest conversations mirror our mission to empower people to take control of their wellbeing through an accessible digital health platform. Through the sponsorship, we hope to connect more people to our team of expert clinicians and encourage more stigma-free discussions about health into the mainstream.”
Sue Walton, Executive Producer, Multistory Daytime – ITV Studios, added: “We’re delighted Pharmacy2U are the brand new sponsors of our award-winning flagship show Loose Women. We’re back with viewers at lunchtime Monday to Friday with our vibrant family of panellists for live topical debate, heartwarming shared experiences and always, a laugh at lunchtime. We look forward to welcoming Pharmacy2U on board as they partner with Loose Women.”
Bhavit Chandrani, Director of BE Studio from ITV, said: “We are delighted to welcome Pharmacy2U as the new headline sponsor of Loose Women. As a show that thrives on authentic conversation and community, it provides the perfect platform for a brand dedicated to making healthcare simpler and more accessible. This partnership is a fantastic example of how BE Studio can partner with a modern, digital-first service and connect them to the show that our audience truly values and trusts.”
The sponsorship will also be amplified across Pharmacy2U’s own website and social platforms.
