Morrisons signs Big Brother product placement deal

07-Jun-2012 - Last updated on 11-Jun-2012 at 15:15 GMT

Big Brother has signed its first retailer product placement deal with Morrisons

Morrisons will be the first ever retailer to use product placement on Big Brother and Celebrity Big Brother, after signing a deal with Channel 5 yesterday (June 6).

As the official shopping partner of the Big Brother house, Morrisons will supply food, grocery and household products.

Previously, products within the house had white stickers over the labels. But the housemates’ shopping will now be delivered in Morrisons shopping bags and a proportion of products will be from the Morrisons own range or the M Savers range.

The deal was brokered by the brand consultancy MEC Access. Morrisons will also support the partnership with in-store marketing.

Official shopping partner

Rebecca Singleton, marketing director of Morrisons, said: “Morrisons is delighted to be the official shopping partner. We are excited about the summer ahead and being a major part of the Big Brother routine for viewers and contestants alike.

With the housemates’ challenging weekly shopping budget, Morrisons offers a fantastic choice of options for them to be able to eat great food while making the most of every important penny.”

Ago Di Falco, partnerships director at Channel 5, said: “Shopping is a fundamental part of the Big Brother experience for both housemates and viewers and we are delighted to have agreed for Morrisons to become the Big Brother Official Shopping Partner.

Reinforce the link

“Over the course of the summer we hope to reinforce the link between the Big Brother brand and Morrisons in a number of interesting ways.”

Chantal Rickards, MEC Access, said: “We’ve worked really hard to agree a deal that makes Morrisons the Official Shopping Partner of the Big Brother House.

“Being the first ever supermarket retailer to use product placement is a great opportunity for the brand to get fantastic exposure for its own range of products in front of a targeted audience. Making this deal a reality has been an exciting process and we’re delighted for all parties involved.”