Supermarket is Abbey to sponsor Downton [Herald, The (Plymouth, England)]
(Herald, The (Plymouth, England) Via Acquire Media NewsEdge) SUPERMARKET giant Tesco has revealed plans to bolster its upmarket credentials by sponsoring hit period drama Downton Abbey.
The grocer's premium Finest brand will be seen by millions of viewers when the fourth series of the ITV drama, set in a stately home, airs in the autumn.
Tesco announced the brand's first TV sponsorship as it attempts to recover from the horsemeat scandal earlier this year and sliding sales and profits.
The multi-million pound sponsorship deal will last for a year and see the Finest brand appear across TV, mobile and online platfor ms.
Tesco UK marketing director David Wood said the award-winning show is well-crafted, authentic and inspiring - making it a great brand fit with the supermarket.
Mark Trinder, ITV commercial and online sales director, said: 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 under pressure to revive flagging sales which fell 1% on a like-for-like in the three months to the end of May.
It saw a slump in demand for frozen and chilled convenience food after it was forced to withdraw four beef products found to contain horse DNA.
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