Lidl to open new store in Carrigstown through exclusive Fair City partnership
The new deal will place Lidl in the homes of more than 600,000 viewers weekly - with a further 100,000 viewers streaming the show every week on RTÉ Player
Print5 March 2025
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 RTÉ 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.
‘Concept’ store design
Featuring a realistic Lidl shop interior and exterior set designed by the retailer in collaboration with RTÉ, 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
Fair City, which first debuted on RTÉ in September 1989, is Ireland’s longest running drama series.
Broadcasting four new episodes per week on RTÉ One and RTÉ Player, the series delves into the daily lives, relationships, and challenges of its residents.
The new deal will place Lidl in the homes of more than 600,000 viewers weekly – with a further 100,000 viewers streaming the show every week on RTÉ Player – and further embed the brand amongst key audiences as the retailer celebrates its 25th anniversary in Ireland this year.
Irish culture
“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,” said Tom Mughal, senior project manager, Lidl Ireland.
With 184 stores across Ireland welcoming around two million weekly customers, Lidl has an extensive reach, and the partnership with Fair City will further extend brand awareness amongst viewers.
“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.
“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,” said Mughal.
Storytelling opportunities
“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,” said Gavin Deans, commercial director, RTÉ.
“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,” said Brigie de Courcy, executive producer, Fair City.
Read more: Lidl launches €100k Green Fund to support community sustainability projects
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