After Channel 4 link-up, Vinted now strikes deal with ITV's This Morning

By

Nigel TAYLOR

Published
Apr 19, 2023

Vinted is ramping up its links to UK TV programme sponsorship, with the secondhand marketplace now becoming ITV This Morning’s new pre-loved fashion partner.

The latest move follows quickly on from Vinted’s commercial tie-up with Channel 4 earlier this month that became the broadcaster's biggest cross-platform branded partnership to date.

Now Vinted has begun sponsoring a bespoke fashion segment for This Morning, using 10" idents interrupting editorial, as well as 10” promotional adverts shot on set, “demonstrating to viewers how easy it is to buy and sell on the Vinted app”.

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Running for 10 weeks, it sees Vinted sponsor the programme’s weekly fashion segment "helping to keep viewers up to date with fashion trends, must have items and styling advice - all through the lens of second-hand and a more responsible approach to shopping for clothing”. 

The segment is hosted by the show's team of fashion and styling experts, fronted by presenter Lisa Snowdon. In addition, she will front three new bespoke adverts showcasing the show’s partnership with Vinted, which will air during This Morning commercial breaks.

During the partnership Snowdon will sell the clothes featured in the commercials on her own Vinted account, “allowing viewers the opportunity to purchase her favourite pre-loved items and give them a new home”. Proceeds will be donated to UK charity Breast Cancer Now.

Vinted Senior Director of Offline Marketing, Kestutis Tyla, said: “This partnership comes at a time when affordability is high on the agenda for people across the UK, and conscious consumption continues to grow in importance for all. It brings to life how easy it is for Vinted to unleash the potential of your wardrobe - supporting our wider mission to make second-hand first choice and transform how people buy and sell clothes.”

And ITV Director of Digital & Creative Partnerships, Bhavit Chandrani, added: “This Morning has always been at the forefront of bringing the latest fashion trends to viewers. As the world moves increasingly towards more responsible fashion options, and people are keen to organise their wardrobes, partnering with Vinted means that we can help to amplify that message and provide viewers with details of how best to streamline and declutter their clothes.”