ITV’s Downton Abbey just scored a seven-figure deal with Tesco. This is the first ever TV sponsorship for Tesco. They will be promoting the Finest products throughout season four of Downton Abbey this Fall with broadcast, mobile, and online platforms.
(For those of your reading this that aren’t from the U.K, Tesco is one of the world’s largest retailers – probably best known for their grocery stores.)
In a blog post, Tesco head of food advertising Angela Porter says: “It’s a strong partnership with ITV. We both felt there was a perfect fit of values – high production credentials, quality, accessibility and enjoyed around the world. Around two thirds of Downton Abbey viewers, 8.3 million people, do the main food shop and it’s the kind of series that our customers like to settle down to enjoy with a treat and immerse themselves in the story.”
Mark Trinder, ITV commercial and online sales director, says: “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.”
Tesco is replacing P&O Cruises which was the lead sponsor for Downton Abbey’s third season. So get ready for lots of Tesco commercials during the upcoming season of Downton Abbey, my U.K. friends. I wonder if Mrs. Patmore and Daisy will be in any of the commercials since they will involve food?