ICONIC DUO JEDWARD PAPPED CELEBRATING LIDL’S MILESTONE BIRTHDAY IN MUST-HAVE MERCH

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Lidl, Ireland’s leading discount retailer, has unveiled its brand-new collection of limited-edition branded 25th anniversary merch, with the help of well-known quiff-wielding duo Jedward. 

 

The high fashion shoot marked the start of the retailer’s milestone 25th anniversary celebrations and captured the trendy twins in striking poses and multiple matching outfits while shopping their favourite products at Lidl. The limited-edition clothing and essential summer accessories launch is a colourful, tongue-in-cheek tribute to Lidl’s cult status and customer loyalty over the past two and a half decades. 

 

From June 19th, Lidl shoppers can pick up the limited-edition iconic blue, yellow and red themed merchandise to ensure they’re well prepped for a summer of fun and fashion. The stylish new clothing and accessory range was designed with Lidl shoppers, supporters and admirers of the brand in mind and lands just in time for festival season, offering Lidl fanatics the ultimate must-have summer wardrobe staples at wallet-friendly prices, with products starting from just €1.49. 

 

The men’s and women’s fashion range include blue and yellow crocs-inspired clogs (€3.99) and sliders (€3.99), branded t-shirts (€3.49), short sleeved shirts (€5.99), and extremely popular bucket hats (€4.99), as well as Lidl socks (€1.49), shorts and co-ord casual zip-up tracksuit jackets and shorts (from €14.99). 

 

Speaking about Lidl’s milestone 25th anniversary in Ireland and the latest middle aisle must haves, twinning popstars John and Edward Grimes said: 

 

“We’re so excited to join forces with Lidl to launch their new range of iconic merch to celebrate their 25th birthday. We’ve grown up with Lidl and getting to front a campaign with such bold looks is absolutely Jepic! The shoot was a blast – the middle aisle became our catwalk as we went full festival in Lidl couture. 

 

We love the bright colours – you’ll definitely spot us at this summer’s festivals in our matching bucket hats and branded shirts. The bucket hats are perfect for disguises and fit our quiffs perfectly! The shorts are super comfy – we feel like Paul Mescal showing off our Irish legs. We’re even thinking of running the Dublin marathon in Lidl gear! 

 

We’ve had famous friends asking for the Lidl sliders so we can all twin on holiday. And we have fond memories of our Grandad surprising us with gems from the iconic middle aisle – he’d be so proud. Lidl has always been part of our lives, and now it’s part of our wardrobe too!” 

 

2025 marks a major milestone for Lidl, having opened its very first stores 25 years ago in Limerick, Letterkenny, Mullingar, Athlone, Cavan, Ballinasloe and Portlaoise. Today, Lidl currently operates 186 stores nationwide, employing over 6,500 and was recently named Ireland’s Most Reputable Food Retailer in the Ireland RepTrak® 2025 study of 100 organisations. 

 

Since opening its first stores in 2000, Lidl has grown into a household name, loved for its unbeatable value, middle aisle surprises, and unique sense of humour. 

 

The new merchandise range will be available in Lidl stores from Thursday, 19th June while stocks last.  

 

For the latest instore promotions and offers please visit www.lidl.ie  

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Viktoriia Hurska

SENIOR ACCOUNT EXECUTIVE

Vika joined Harris PR following her selection as the recipient of the 2025/26 Harris PR Diversity, Equality and Inclusion Bursary, developed in partnership with the Public Relations Institute of Ireland (PRII) and the Open Doors Initiative. Originally from Ukraine and displaced by war, Vika came to Ireland in 2022 and brings over eight years of experience in communications including a wealth of strategic insight, creativity, and international perspective.

 

As part of the Bursary, Viktoriia is completing the PRII Diploma in Public Relations, combining academic study with hands-on agency experience at Harris PR, where she supports clients in the retail, health & wellness, festivals and NFP sectors.

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Eve previously spent over four years at tech-focused communications agency Beachhut PR, where she delivered strategic positioning, executive profiling, and global media relations for high-growth companies and multinational brands, often translating jargon heavy language into clear messaging. Her experience spans fintech, automotive, e-commerce, Web3, med-tech, supply chain, and enviro-tech industries.

 

She plays a key role in shaping and delivering integrated communications strategies, working closely with clients to build strong narratives, deliver insight-led storytelling, and drive meaningful media engagement.

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Emma started her career in Internal Communications before undertaking a Masters in Public Relations and Strategic Communications. She moved on to become a Public Relations Manager in a fast-paced retail environment for over two years before joining Harris PR in 2025.

 

Experienced in delivering and executing PR campaigns across corporate, consumer and sustainability communications, whilst nurturing brand reputation, Emma manages clients in the health & wellness, retail, festivals and NFP sectors. A true media relations pro, her passion lies in storytelling and identifying news angles that will generate positive coverage while landing key messages.

Niamh McCarrick

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With over 20 years’ experience, both agency and in-house, Niamh is a versatile and passionate PR expert who joined the Harris PR team in 2020.

 

During the course of her career she has worked with a broad range of corporate entities and consumer brands from industries spanning retail, telecoms, and FMCG, and has been the recipient of a number of PRCA awards in recognition of her work. She later served on the judging panel for the annual industry awards for several years.

Niamh specialises in strategy, planning, media relations and influencer management at Harris PR, and is the account lead for a number of brands in the retail, food & beverage, health & wellness and travel & tourism sectors.

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Sonia established Harris PR in 2009, following a decade in agency PR and three years as a journalist with the Sunday Independent.  Her vision is to provide a truly people centric service, delivering standout creative work that moves the dial, while acting as an extension of client teams

 

While taking an active role in client work, alongside running the business, Sonia is responsible for strategic counsel, creative oversight and KPI delivery.  She has advised multinationals, start-ups, NFPs, and more over the course of her career and is deeply committed to advancing the PR industry by investing in talent and building an agency culture rooted in fairness and inclusivity.

 

Sonia is committed to advancing DEI in the PR Industry, and recently commissioned research and prepared the first benchmark report and toolkit for employers on the state of DEI in PR Ireland.  An active member of the PRII, and co-founder of the DEI PR Bursary now in its third year, Sonia has recently joined the board of the PRCA, and is committed to driving more inclusive hiring and workplace practices throughout the industry.