The deal, 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.
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. 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. The program is made by Carnival Films, part of NBCUniversal International Television Production, for ITV.