ITV and EE have signed a new product placement deal, which will see an EE store open on Coronation Street.
EE will also become the “connectivity partner of Weatherfield,” which will see EE employees and shopping bags integrated into episodes of the soap.
“…it’s with great pleasure that we announce our latest store opening, this time at the heart of one of the most iconic communities on TV – Coronation Street,” stated Pete Jeavons, Marketing Communications Director at EE.
The shop facade will be hidden behind an EE branded hoarding from 20th September as it is fitted out, to be unveiled later in the year.
“The shopfronts in Coronation Street are the pinnacle of Product Placement on British TV and I’m thrilled to have EE’s newest retail store on the cobbles,” added Mark Trinder, Director of Commercial Sales and Partnerships, ITV.
“While we can’t see the full shopfront on-screen just yet, the team are working hard to build it for the ‘opening’ later this year.”
Product placement (PP) was introduced in the UK in 2011 and ITV led the way with the very first PP on British screens.
EE’s relationship with Coronation Street goes back to the network’s launch ad spot, which saw Kevin Bacon name check the Rover’s Return and its regular, Ken Barlow in 2011.
Essence negotiated and manage the deal on behalf of EE.
