LONDON, UK — Senior stakeholders from Costa Coffee and Co-op hosted an event on set at Coronation Street last week to celebrate the start of the innovative product placement deal. The event marked the ribbon cuttings of both brands’ store facades as they open up to residents of Weatherfield. The store façades will be first seen on screens on Friday 27th April.
The event was attended by senior stakeholders from both businesses, including Costa Coffee’s Managing Director for the UK and Ireland, Jason Cotta; Commercial Marketing Director, Eric Tavoukdjian; Head of Operations, John Kerslake and UK Construction Director, Steve Challis. From Co-op, attendees included: Retail CEO, Jo Whitfield; Chief Operating Officer, Chris Whitfield; MD Co-op Property, David Roberts; Customer Director, Ali Jones; Director of Format, Mark Pettigrew and Director of Marketing Communications, Amanda Jennings.
The landmark deal with Coronation Street will see Costa Coffee and Co-op store fronts appear on screens from 27th April as part of the new extended Weatherfield set. As well as the shop fronts, viewers will see other branded assets such as posters, bags and cups integrated across the iconic soap.
Eric Tavoukdjian, Commercial Marketing Director at Costa Coffee commented: “This innovative partnership with ITV has been in the making for some time and we are thrilled to see the shop front looking fantastic on the iconic cobbles of Coronation Street. As the nation’s favourite coffee shop with a presence on the UK high street for more than 40 years, it’s a great fit to have a place on one of Britain’s favourite and most iconic soap.”
Alison Jones, Customer Director at Co-op said:
“Our partnership with ITV has been an exciting time for the whole team and we are delighted to officially unveil our Weatherfield Co-op store. Coronation Street is all about community life and the Co-op is a retailer at the heart of local life and being close to the customer and we are delighted to be able to serve the residents of this iconic street.”
Winners of internal competitions from both Co-op and Costa Coffee became managers for the day of the Weatherfield respective brands’ stores and took part in the ribbon cutting with bosses.
Honorary Co-op Weatherfield store manager for the day, Josh McNaboe from the Sovereign Square Co-op store in Leeds, said: “Everyone at Co-op is really excited to see the Co-op store and bags on the street. I am a big Coronation Street fan and I am so excited to be part of this moment and help with the official ribbon cutting.”
Honorary Weatherfield store manager for the day, Kayley Atherton, store manager from the Middlebrook Costa Coffee store in Bolton added: “Everyone at Costa Coffee is so excited to see our famous cups and store front on Coronation Street. I am a big fan of the show and hugely passionate about Costa Coffee, so I was thrilled to be the one to cut the ribbon and officially open the store!”
Mark Trinder, ITV Sales Director, said:
“This is the biggest product placement partnership ever on British TV and I’m really excited for it to be unveiled on screen to viewers as part of Coronation Street’s new set extension. The storefronts look incredible thanks to the work of both Costa and Co-op and Coronation Street’s fantastic prop and production teams.”
John Whiston, ITV Managing Director of Continuing Drama said: “We’re delighted to be welcoming Costa and Co-op to Weatherfield, though in fictional terms they’ve probably been there for a good few years. It’s just that now we can actually see our characters wander down Victoria Street and do some shopping at the Co-op and pick up a coffee at Costa. Very handy! Having the presence of such iconic brands in Weatherfield will add to the credibility of the show and will be a great back drop for some great drama in years to come.”
