A new Interflora flower shop will open on screen on tonight - the first time in Product Placement history that a brand has had such prominence on the famous cobbles of Coronation Street.

ITV has signed a unique product placement partnership agreement with Interflora, centring around Coronation Street's Tracy Barlow's new florist shop.

The agreement will see Interflora branding integrated across the exterior and interior of the shop, including branded bouquets, bags and posters within.

Chris Moxon, Business Manager, ITV Commercial, said: "This is a fantastic integration into TV's most loved soap and we are thrilled that it demonstrates how seamlessly an iconic brand like Interflora can naturally sit side by side with our content". Erica Nicholson, Brand Manager at Interflora was equally upbeat: "We are delighted to partner with Coronation Street and see this as a great opportunity for our brand, and the floristry industry in general, to be a part of everyday life on the show.

"It’s something new for us as part of our ongoing investment in our storied brand, and a great way of reaching our target audience on a regular basis across the year.”