
Leading discount retailer Lidl marks 25 years in Ireland with new three-year product placement deal with Ireland's longest running drama
New deal with RT Commercial is the largest broadcast product placement in Ireland
Ireland's best value supermarket retailer Lidl has started construction work to develop a brand-new store in Carrigstown, located in Fair City, as the retailer continues to deliver on its ambitious expansion plans.
Lidl Ireland has secured a successful three-year product placement deal with Ireland's longest running soap, Fair City. On-set construction of Lidl Carrigstown at RT studios in Donnybrook is currently underway, with the first episode including the new supermarket retailer due to air in early summer.
Transforming the local supermarket, residents of the fictional Carrigstown will soon be able to Go Full Lidl' in the new Lidl Carrigstown store.
Featuring a realistic Lidl shop interior and exterior set designed by the retailer in collaboration with RT , the store will be built in line with Lidl's concept' store design which offers all of Carrigstown a premier shopping experience.
Designed to exacting standards to fit the requirements of the film set, Lidl Carrigstown will include key store features such as a modern welfare area for employees, a Deposit Return Machine and Lidl's much-loved in-store bakery. As Ireland's Most Sustainable Retailer, the Carrigstown store will also be fitted with some of Lidl's pioneering energy solutions including EV charging points for customers.
Fair City, which first debuted on RT in September 1989, is Ireland's longest running drama series. Broadcasting four new episodes per week on RT One and RT Player, the series delves into the daily lives, relationships, and challenges of its residents.
The new deal will place Lidl in the homes of over 600,000 viewers weekly* with a further 100,000 viewers* streaming the show every week on RT Player and further embed the brand amongst key audiences as the retailer celebrates its 25th anniversary in Ireland this year.
Turning the sod at Lidl's new Carrigstown store on the set of Fair City, Lidl Ireland Senior Project Manager, Tom Mughal said:
Fair City is synonymous with Irish culture, so it's only fitting that Lidl marks its 25th anniversary in Ireland by announcing a new, high profile product placement deal with the soap and the development of a brand-new Lidl Carrigstown store.
With 184 stores across Ireland welcoming around 2 million weekly customers, Lidl has an extensive reach, and our partnership with Fair City will further extend brand awareness amongst viewers. Located in the heart of the Carrigstown community, the new Lidl store will appear across the series over the next three years.
We'll see characters interacting with our new Lidl Carrigstown store manager Renee and the store will incorporate all of Lidl's latest in-store activity to support our wider sponsorships including with Ladies' Gaelic Football Association and our charity partner Family Carers Ireland. We're also looking forward to promoting our quality product range through product placement in the show, offering a chance to profile our extensive range of products sourced from our large network of Irish suppliers.
After 25 years of serving communities across Ireland, it's fantastic to have our brand integrated into such an iconically Irish show and we look forward to promoting the partnership through our extensive store network, in-store leaflet and Lidl Plus app.
Commenting on the news, Gavin Deans, Commercial Director, RT said:
We are delighted to work in partnership with Lidl on the largest broadcast product placement in Ireland. This partnership is a prime example of how a commercial partnership can seamlessly integrate an iconic retailer Lidl and Ireland's favourite soap Fair City together. We're looking forward to seeing Lidl become part of daily life in Carrigstown.
Brigie de Courcy, Executive Producer, Fair City (pictured left above) added:
We are thrilled to welcome Lidl as the new on-screen store in Fair City. Their commitment to supporting local communities aligns perfectly with the spirit of Carrigstown, and we're excited to bring this partnership to life on screen. The shop is a central meeting point for the community and this collaboration opens up exciting new storytelling possibilities. The beloved Renee Phelan will soon take up her new position as Store Manager at Lidl Carrigstown. We look forward to seeing how Lidl's presence enhances the vibrant world of Fair City for our viewers.
Lidl Ireland currently employs more than 6,000 employees in its 184 stores, Head Office in Tallaght and three distribution centres and regional offices based in Charleville, Newbridge and Mullingar.
Lidl Ireland was recently named a Top Employer' by the Top Employers Institute for the fifth year running. The retailer was also named Most Reputable Retailer and 2nd Most Reputable Company in the 2024 RepTrak Ireland study, and was named Most Sustainable Retailer in Ireland, ranking #3 in the RepTrak Sustainability Index for 2024.
//ENDS//
Caoilinn Putti, RT Communications Lead | caoilinn.putti@rte.ie
More from RTE
30/04/2025
Nine major RT dramas will be shot in 2025
142 hoursof high-quality, homegrow...
25/04/2025
All next week RT Nationwide features Dublin Port, the largest freight and passe...
24/04/2025
Here is your host, Patrick Kielty!
Sinn F in leader, Mary Lou McDonald will joi...
24/04/2025
Episode one airs Sunday April 27th, 6.30pm on RT One and RT Player
Watch: Ke...
23/04/2025
RT will air live coverage on television, radio and online of the funeral of Pop...
23/04/2025
In an email to RT staff today, RT Director-General, Kevin Backhurst confirmed that RT 's Voluntary Exit Programme (VEP) 2025 is open from today, Wednesday...
23/04/2025
RT will air live coverage on television, radio and online of the funeral of Pope Francis which takes place this Saturday, 26 April 2025.
Beginning at 8.30am o...
17/04/2025
Festival programme promises a feast of drama, an action-packed fringe festival a...
17/04/2025
RT 's Ireland's Wild Islands wins Best Series at the 2025 International ...
16/04/2025
Dragon Hearts, an inspiring and emotional documentary following members of Irela...
16/04/2025
RT is pleased to announce the appointment of Tara Campbell as Head of RT Radio 1 following a public competition.
In this strategically important role Tara wi...
14/04/2025
Baz Ashmawy Returns For A New Series of The Money List
Baz And The Team Want You To Take Part, You Could Win Up To 30,000 Per Episode
RT Television is looki...
10/04/2025
Champions Cup Rugby, Women's Six Nations, Camogie League Finals, GAA Championship live...
10/04/2025
Here is your host, Patrick Kielty!
Ten years after being fully acquitted of the...
08/04/2025
The speculation and secrets can cease for the moment as RT today reveals Slane Castle as The Traitors Ireland dramatic setting, coming to RT One and RT Playe...
07/04/2025
Treasure Entertainment to produce six-part series
Series stars Tom Vaughan-La...
04/04/2025
May and June see RT Concert Orchestra performances in Dublin, Offaly, Carlow an...
04/04/2025
The Late Late Show will pay special tribute to the life and sporting career of M...
04/04/2025
UNMISSABLE GAA CHAMPIONSHIP ACTION FREE TO AIR ACROSS ALL PLATFORMS
The Sunday ...
03/04/2025
RT Supporting the Arts | April 2025
This April, RT is delighted to support C irt International Festival of Literature, Incognito Art Sale for Jack and Jill ...
03/04/2025
RT has today launched Clarity, a new strand of coverage in which its journalism will work to counter the deliberate manipulation of facts and challenge false a...
02/04/2025
Stephen Rea: The Fire in Me Now, Thursday 10 April, 10:15pm, RT One and RT Player
Over an acting career spanning decades, Stephen Rea has shown himself to be...
01/04/2025
Tonight, Irish vascular trauma surgeon Dr. Morgan McMonagle will share his firsthand experiences from the front lines in Gaza which he documented through a vide...
28/03/2025
Congratulations to all our nominees and winners at the Gradaim RTS Ireland 2025 which were held at the Guinness Storehouse, Dublin last night, to honour achieve...
27/03/2025
Starring real-life best friends Sarah Goldberg and Susan Stanley
Today, RT , IFC and AMC announced the renewal of dark comedy SisterS, created by, written and...
27/03/2025
Here is your host, Patrick Kielty!
Ahead of their biggest arena headline tour ...
27/03/2025
In an email to RT staff this evening, RT Director-General, Kevin Bakhurst confirmed as follows:
Dear colleagues,
I am pleased to confirm that we have been i...
24/03/2025
TELL US YOUR (SHORT) STORIES
The 2025 RT Short Story Competition is now open for entries
Recognising and rewarding the best new Irish fiction writing for r...
18/03/2025
RT Sport announces live Free-to-Air GAA Championship fixtures
Live free-to-air coverage across the Football and Hurling Championships, Camogie Championship, ...
17/03/2025
After 11 spectacular shows filled with glitz and glamour, highs and lows and captivating dances along the way, Rhys McClenaghan and his pro partner Laura Nolan ...
14/03/2025
2FM's fresh weekend lineup goes live this Saturday as a host of new presente...
13/03/2025
Here is your host, Patrick Kielty!
Shake your Shamrocks, Patrick Kielty will be...
13/03/2025
This St. Patrick's weekend, RT invites you to celebrate all things Irish, showcasing the very best of Irish sport, entertainment and live coverage from the...
12/03/2025
Consumer show back following hugely successful first series
10 March 2025 Following a hugely successful first series, The Complaints Bureau returns to RT ...
11/03/2025
RT Prime Time interview Kerry mother whose 5 year old daughter and husband died...
10/03/2025
Aishah Akorede and their pro dance partner Robert Rowi ski became the next celebrity couple to bid farewell to the dance floor on Dancing with the Stars tonight...
07/03/2025
RT Archives | Archives | Can int
The Repository of Irish Dialects was launched this afternoon, 7 March, in Ionad an Bhlascaoid, D n Chaoin, by Helen N Sh , a...
06/03/2025
Celebrating 20 Years of the RT Choice Music Prize
RT Choice Music Prize
In association with IMRO and IRMA
RT Choice Music Prize Irish Album of the Year 20...
06/03/2025
Here is your host, Patrick Kielty!
Olympic gold and bronze medallist and world ...
05/03/2025
This week, RT is the home of unmissable live sporting action, delivering a jam-...
05/03/2025
Leading discount retailer Lidl marks 25 years in Ireland with new three-year product placement deal with Ireland's longest running drama
New deal with RT ...
04/03/2025
Brand new RT Kids show Total Football kicks off
Starting Saturday morning
March 15 on RT 2 and RT Player at 10am
Football fans, get ready! Total Football, ...
02/03/2025
Chef Kevin Dundon has become the sixth celebrity to hang up his dancing shoes an...
28/02/2025
This March, RT is delighted to support St. Patrick's Festival, along with 20 other amazing arts and cultural events all over Ireland spanning theatre, film...
28/02/2025
RT Media Sales has today announced Travel Department as the new sponsor of RT ...
28/02/2025
An bhfuil c pla funny focal' agat?
T RT ag ceili radh Sheachtain na Gaei...
27/02/2025
Here is your host, Patrick Kielty!
As he prepares to visit Washington, Taoiseac...
25/02/2025
Celebrating 20 Years of the RT Choice Music Prize
RT Choice Music Prize
Conversations 2024
6th March, 12.00-16.45
http://www.choicemusicprize.ie/conversat...
24/02/2025
RT Media Sales has announced Three Ireland, as the new sponsor of 2FM Drive with Doireann Garrihy on RT 2FM.
Broadcasting weekdays from 3pm to 6pm Doireann...
24/02/2025
Gear id Farrelly and their pro dance partner Stephen Vincent became the fifth ce...