News that Asda is to descend on Coronation Street will have Dev, Rita and Ashley quaking in their boots.
But the y need not fear for their shops - the retailer isn't planning a supermarket next to the Rovers Return . It is one of a handful of big names gunning for the soap's £10m sponsorship deal . Cadbury has ended its contract after 10 years.
The bidding process starts next month, but first the front-runners will have a grand tour of the set to "immerse them in the brand".
Gary Knight, ITV brand partnerships director, wants an iconic British company that shares the Street's "brand equity values" .
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