“During the creative process for this campaign Lidl were given two options per county from our design agency,” they said.
“It seems that for Laois this option was incorrectly sent to print, the actual one chosen by Lidl should say ‘Coming back for Moore’.”
“We are removing and replacing the creative it immediately and apologise for any offence it may have caused.”
Laois Sinn Féin councillor Caroline Dwane Stanley criticised the billboard, telling Laois Live: “Given the long struggle for independence and the suffering that was bought on County Laois people by Centuries of British occupation, its disappointing that the former colonial terms would be used to describe our county.”
Queens County was the name given to Laois by Mary I during her time as ruler of Ireland and the UK.