Cadbury sponsors `Coronation Street' Sweet TV deal for chocolate- maker Britain's top soap Street'

MARIANNE MACDONALD

Media Correspondent

Cadbury, the confectionery and drinks group, has struck a pounds 10m sponsorship deal with Coronation Street, Granada's flagship show, which enables the Cadbury name to appear with the opening and closing credits. It also includes off-air promotion using the show's stars.

The on-air sponsorship will start in September, to coincide with the introduction of a fourth episode of Coronation Street. The deal concludes months of negotiation by Cadbury for the right to be associated with the 35-year-old soap.

Last August Granada had appeared to come close to a deal with Pedigree Petfoods. It has also been talking to drinks firm Allied Domecq.

"We see the association as very much bringing together two of the nation's favourites," Cadbury's marketing director, Alan Palmer, said.

Yesterday Cadbury declined to specify what the extra duties of the cast would be, although discussions with Granada are expected to centre on photo-opportunities and advertising promotions for competitions.

Yesterday actor Bill Roach, who plays Ken Barlow, posed with Barbara Knox, who plays Rita, beside a huge bar of white Cadbury's chocolate in the shape of the Coronation Street sign.

Andrea Wonfor, Granada's joint managing director, said viewers would not be seeing gratuitous close-ups of Cadbury products in Rita's Kabin.

Granada's new boss, page 20

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

By clicking ‘Create my account’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in