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Freemans embarks on Loose Women TV sponsorship

The Freemans the digital department store has embarked on two-year, six figure, cross-platform sponsorship partnership with ITV’s Loose Women weekday lunchtime show. Due to launch on… View Article

GENERAL MERCHANDISE NEWS

Freemans embarks on Loose Women TV sponsorship

The Freemans the digital department store has embarked on two-year, six figure, cross-platform sponsorship partnership with ITV’s Loose Women weekday lunchtime show.

Due to launch on 2 May 2022, the deal will include idents at the start, during and at the end of each episode, as well as sponsorship bumpers across ITV Hub and Loose Women digital sites. There will also be ‘proud to sponsor’ messages on Freemans’ owned channels. Idents around the show will be voiced by show panellist Nadia Sawalha.

Richard Cristofoli, chief customer officer at Freemans, said: “Loose Women is a show that goes all out to celebrate women in an honest, authentic, accessible, empowering, relatable and diverse way – values that align perfectly with Freemans and the journey we are on to be the digital department store of choice.

“The sponsorship is an indication of a more holistic approach to communicating what the Freemans brand represents today and will compliment other through the line activity including, paid social, elevated ad campaigns, digital and PR across the coming season. We’re incredibly excited and proud to be working with the team at Loose Women and ITV.”

The news follows a complete transformation of the Freemans brand over the last 18 months, which has been applied to every customer touch point including the online experience, delivery promise and the retailer’s product offering.

The partnership is the result of a collaboration by teams at ITV Media and Dentsu UK&I’s iProspect and The Story Lab. Freemans is working with its production partner The Production Factory on delivering its creative content.

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