Tesco has agreed a seven-figure deal with ITV to sponsor popular period drama Downton Abbey, reports Marketing Week.
The deal marks its Finest range’s first ever TV sponsorship and replaces former-sponsor P&O Cruises.
The sponsorship will run throughout the fourth series of the show across broadcast, mobile and online platforms.
Idents are being created by Tesco’s lead advertising agency Wieden+Kennedy and, in a blog post, Tesco head of food advertising Angela Porter said: “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.”
Tesco sells more than 12 million Finest products a week and the quality range appears in its latest multi-million pound marketing campaign, 'Love Every Mouthful'.
A success both in UK and abroad, ITV claim the third series of Downton Abbey reached 12 million viewers and a achieved a 40 per cent share of the live TV audience.
"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," said Mark Trinder, ITV commercial and online sales director.
"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.”