Argos has signed a partnership with ITV for its Heart of House brand to become an official sponsor of the network's daytime 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 ends in January, will see Heart of House reaching an estimated 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.

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 of ‘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 homemaking.”