Tesco is to partner with popular UK drama show Downton Abbey in its first ever TV sponsorship deal for its 'Finest' own-label range.
The sponsorship, negotiated by global communications network, Initiative, on behalf of Tesco, and ITV Commercial, runs throughout the upcoming series and includes a fully integrated sponsorship package across broadcast, mobile and online platforms.
The campaign will focus on Tesco's 'Finest' range, which is now in its 15th year and lists more than 1400 products, including fruit, vegetables, meat, pasta, sauces, desserts and yoghurts.
David Wood, UK Marketing Director, at Tesco said, “We are really excited to be working with Britain’s best loved drama. Downton Abbey is a great brand fit for Tesco Finest."
"It’s the first time Tesco has taken on such a major partnership and we feel privileged that it’s with Britain’s best loved drama," Angela Porter, head of brand advertising at Tesco said.
"The partnership will stretch across broadcast, mobile and online and it’s an example of the different ways we are communicating and interacting with customers."
Last month Marks & Spencer launched a Downton Abbey range of toiletries, sold in traditional post-Edwardian packaging.
Downton Abbey, made by Carnival Films, part of NBCUniversal International Television Production, for ITV, recorded around 12 million viewers during its third season, which aired last autumn.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney