Tesco Finest is to partner with ITV drama ‘Downton Abbey’ in its first ever TV sponsorship.
The deal runs throughout the upcoming series and includes a fully integrated sponsorship package across broadcast, mobile and online platforms.
Tesco UK marketing director David Wood said: “We’re really excited to be working with Britain’s best loved drama. ‘Downton Abbey’ is a great brand fit for Tesco Finest. The show is well crafted, authentic, and inspiring. The partnership will build on these fundamental elements, bringing them to life across multiple platforms as we gear up for an exciting few months for Finest.”
Mark Trinder, sales director ITV commercial and online, said: “The coming together of two of the UK’s most high profile brands this Autumn in Tesco Finest and ‘Downton Abbey’ makes for a high-impact partnership. The package is a great example of how partnering with ITV can enhance a brand’s appeal to the benefit of our customers and viewers.”
‘Downton Abbey’ returns to screens this year for its fourth series. The third series of the multi- award-winning drama consolidated with 12 million viewers and a 40% share of the audience.
Tesco Finest first launched in 1998 as a selection of ready meals and has since grown into one of the biggest food brands in the UK.