Co-op to sponsor ITV weather

The Co-op: signs deal with ITV weather
The Co-op: signs deal with ITV weather

The Co-operative has signed its largest-ever sponsorship deal, covering ITV's national weather bulletins for a year.

The screen presence includes both visual and verbal brand cues before and after the weather. It begins on 1 January and will be broadcast three times per day.

The deal will push a "shop local" agenda and encourage shoppers to change their habits.

Tim Hurrell, Co-operative Food's managing director said: "This is a great deal for the Co-operative Food and gives us a unique opportunity to encourage consumers to think about the way they shop.

"We are not looking at this deal as a simple media spend but as a partnership that will give us a platform to promote local shops, local suppliers and seasonal food."

The deal was agreed directly with ITV by the Co-op's head of sponsorship Liz Matkin.

David Croft, ITV director of regional sales said: "ITV National Weather has peaked with audiences of up to seven million viewers in the early evening news slot. This sponsorship is a great brand fit and will give The Co-operative a fantastic opportunity to put its brand in front of a valuable audience on a regular basis."

The Co-op will replace current sponsor Topps Tiles.

The Co-op recently started city-wide home delivery trials in Manchester, which it hopes to roll-out nationwide.

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