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Tesco Finest sponsors Downton Abbey

Published: Fri 16 Aug 2013

Tesco Finest sponsors Downton Abbey 
ITV Commercial today announced that Tesco Finest is to partner with the nation’s most popular drama, Downton Abbey, in its first ever TV sponsorship.
The deal, negotiated by global communications network, Initiative, on behalf of Tesco, and ITV Commercial, runs throughout the upcoming series and includes a fully integrated sponsorship package across broadcast, mobile and online platforms. 
David Wood, UK Marketing Director, at Tesco said: “We are really excited to be working with Britain’s best loved drama.  Downton Abbey is a great brand fit for Tesco Finest. The show is well crafted, authentic, and inspiring. The partnership will build on these fundamental elements, bringing them to life across multiple platforms as we gear up for an exciting few months for Finest.”
Mark Trinder, Sales Director ITV Commercial and Online, 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.”
Downton Abbey returns to screens this year for its fourth series. The third series of the multi award-winning drama consolidated with 12 million viewers and a 40% share of the audience.  The programme is made by Carnival Films, part of NBCUniversal International Television Production, for ITV.
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Notes to Editors
About Tesco Finest
Tesco Finest first launched in 1998 as a selection of ready meals and has since grown into one of the biggest food brands in the UK.  Tesco now sells over 1400 different Finest products across all its food categories – including fresh produce and meat, as well as dairy and deli; grocery, such as tea, coffee, pasta, sauces, confectionery and snacks; and frozen food.  Its Finest wine range is award winning and offers customers a choice of classics and new varieties. The Tesco Finest prepared meal range is now one of the most comprehensive ranges in the market with cuisines from British classics to Italian favourites and exotic flavours.
About Initiative
Initiative ( is global communications agency within IPG Mediabrands. It employs more than 2,500 creative and dynamic colleagues in 94 offices in 73 countries.
Initiative believes in four basic principles when solving clients’ business challenges: fast, brave, decisive and simple. Fast and responsive to the changing world of business. Brave in tackling serious issues. Decisive with our insights, opinions and recommendations and committed to making marketing complexity simple.
Additional quote from Initiative UK if required:
Steve Henderson, Business Director, Initiative UK, said “Downton Abbey has its own unique place in British culture, so what excites us about this partnership is the platform to create new and interesting conversations and experiences around the Tesco Finest range – on air, online, across devices. I think we’re going to have a lot of fun along the way.”
ITV is the largest commercial television network in the UK. It is the home of popular television from the biggest entertainment events, to original drama, major sport, landmark factual series and independent news. It operates a family of channels including ITV, ITV2, ITV3 and ITV4 and CITV which are broadcast free-to-air. ITV is also focused on delivering its programming across multiple platforms including, video on demand on cable television and other ‘closed’ platforms, mobile devices and games consoles. ITV Studios produces and sells programmes and formats in the UK and worldwide, and comprises of ITV’s UK and international production operations, international distribution, home entertainment, publishing, merchandising and licensing.