Furniture retailer Harveys will launch its high-profile sponsorship campaign of ITV’s Coronation Street on Sunday

The campaign features inanimate household objects coming to life to watch the popular soap opera in three different living-room sets, featuring Harveys furniture products.

The retailer, which was bought by South-African manufacturing group Steinhoff in January for£326.4 million, will use the campaign on all its ads, interactive TV and point of sale, as well as on its web site and fleet of lorries.

Head of marketing Helen Vinken said: “Our association with this much-loved programme will help us realise our ambition to become the UK’s favourite furniture retailer.”

Harveys has 150 UK stores. Steinhoff also owns bed retailers Bensons, Sleepmasters and The Bed Shed.