Licensing - ITV has signed up Warburtons as the first of five brand partners to create joint promotions around Coronation Street's 50th anniversary.
The deal allows Warburtons to use the shows brand identity for promotional campaigns. As P&I revealed earlier this year the plan is to , which will all collaborate on the campaigns.
The four remaining categories to be filled include tea and snacks.
The promotions will encompass on-pack activity, commemorative products, events and PR. ITV is also looking to bring in secondary brands as partners to offer prizes for the promotional campaigns.
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