Argos to Open Fictional Storefront on 'Coronation Street'
Sainsbury’s Argos banner is making its debut on Britain’s long-running soap, “Coronation Street.”
The retailer has been a sponsor of the ITV television program since 2021, with general merchandise shop Argos renewing its headline sponsorship of the show earlier this year. The sponsorship will run until December 2026. The agreement covers licensing, digital and social activation and broadcast.
The store facade — welcoming the show’s characters to the fictional Weatherfield location — has been under wraps the last couple months, but it was finally revealed on Sept. 23’s episode. (Previously the characters shopped at Co-op, a U.K. convenience store chain.)
Now the show's characters will shop Argos for general merchandise and branded products, carry Sainsbury’s bags, and utilize services such as its online order pickup (Click & Collect). According to ITV Media, the retailer is the fourth headline sponsor of the country’s most-viewed soap, which has been airing since 1960. The show reaches 7 million viewers each week.
“‘Coronation Street’ is one of the country’s most iconic TV shows which our customers know and love, so continuing our sponsorship made perfect sense,” Laura Boothby, head of campaigns at Argos, said in a statement. “With over 800 Sainsbury’s convenience stores across the country, we continue to make it really easy for customers to run in for a pint of milk as well as pick up a last-minute birthday gift from Argos. We hope the new store brings familiarness and fun to viewers watching from home and perhaps see [character] Ken Barlow popping in to Click & Collect a new kettle!”
Sainsbury's and Argos' media agency PHD and sister shop Drum brokered the deal.