Tesco Finest partners with Downton Abbey on TV sponsorship

DOWNTON ABBEYBritish retailer Tesco announced this past week that its premium Private Brand Tesco’s Finest is partnering with ITV Commercial it’s popular drama, Downton Abbey, in its first ever TV sponsorship.

Tesco Finest JamThe 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.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.