Supermarket retailer The Co-operative Food has been confirmed as the new official broadcast sponsor of ITV National Weather.
The Co-operative Group said yesterday that the 12-month contract is the biggest sponsorship deal in the organisation’s history.
Verbal and visual branding will be given to Co-op Food in a broadcast three times a day, replacing current sponsor Topps Tiles.
Tim Hurrell, Managing Director of Co-op Food, said: “This is a great deal for Co-op Food and gives us a unique opportunity to encourage consumers to think about the way they shop.
“We are not looking at this deal as a simple media spend, but as a partnership that will give us a platform to promote local shops, local suppliers and seasonal food.”
ITV National Weather currently peaks at over five million viewers, ensuring excellent coverage for Co-op Food from January 2011 when the new deal begins.
Co-op seems to be in rude health at present after confirming to The Sun newspaper, that it hopes to create 7,000 new jobs and 300 new outlets by 2013.
Peter Marks, Co-op CEO, told The Sun: “I believe our stores are as good as anything our competitors have, and the Co-op stores are outperforming the market.
“That tells me what we are doing with things like our Truly Irresistible range - the equivalent of Tesco’s Finest - are working.
“We were a business in decline but it’s been transformed in the past three years. Now we’ve got scale and that’s so important in what we do.”