The Co-operative Group has signed its biggest ever sponsorship deal to become the official broadcast sponsor of ITV national weather.
The 12-month deal will give The Co-operative Food visual and verbal branding before and after the ITV national weather report, which is broadcast three times a day.
The Co-operative sponsorship will go live from 1 January 2011 and will replace the current sponsor, Topps Tiles.
With 3,000 stores across the UK, the retailer plans to use the partnership to raise awareness of what its shops have to offer locally and to encourage people to change their shopping habits.
The Co-operative Food will also benefit from appearances from the ITV weather team including Becky Mantin, Sian Lloyd and Martyn Davies.
Speaking at the sponsorship launch in London, Tim Hurrell, managing director, The Co-operative Food, said: “This is a great deal for The Co-operative 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.”
David Croft, ITV commercial director, said: “ITV National Weather currently peaks at over 5m viewers for our early evening news slot so will give The Co-operative a fantastic opportunity to put its brand in front of a huge audience on a regular basis.”