UK digital retailer Argos has signed a partnership with ITV for its Heart of House brand to become an official sponsor of the networks’ day-time current affairs and debate show, Loose Women.

The partnership, planned and executed by media agency Mindshare and ITV’s production company, Prescription, is the first time Heart of House, Argos’ furniture and home accessories brand, has entered into media sponsorship.

The five-month long campaign, which started on 30 August 2016, will see Heart of House reaching 17.3 million individuals across the country. Heart of House’s extensive range will also be featured on ITV’s and Loose Women’s digital and social channels.

The campaign is aimed at driving awareness with home-makers and positioning Heart of House as a brand with quality design at an affordable price. Through the sponsorship, Heart of House will align its offering with Loose Women’s panel, whose audience has formed an emotional bond on a range of subjects, including ones relating to the home. It will also tap into the show’s humour to inspire homeowners when it comes to decorating and furnishing their homes.

As part of the deal, Heart of House will also be included in ITV’s newsletter and Argos staff will have the chance to win tickets for screening of the programme.

Jack Wallace, marketing controller at Heart of House, says, “Loose Women’s audience and its bold and frank style is perfectly aligned with what we wanted to achieve from our first foray into media sponsorship. The linking if ‘unleashing your inner smug’ – that moment of pride you get when someone comments on your savvy shopping and the style of Loose Women made a fantastic partner. Previously, we relied on traditional TV campaigns to reach individuals, but with this approach, we can engage on a near daily basis with a large number of people who have an appreciation for creative home-making.”

Isabelle Huet, business director at Mindshare, says, “Due to the highly competitive nature of the home market, we had to apply creative thinking and a more tactical approach to reach our audience. It was a truly collaborative campaign involving our strategy, partnerships and media planning teams and ITV’s sales, sponsorship and creative partnerships teams, intended to solve Heart of House’s need of creating long-term brand recognition and driving sales.”

The campaign is due to run until January next year.