EYEBROWS have been raised in a town no stranger to mispronunciations after it was spelt incorrectly on a flyer advertising a new supermarket.

Barnard Castle is now so synonymous with poor eyesight that tourists have their pictures taken outside the local Specsavers.

When the infamous lockdown-breaching Dominic Cummings scandal broke, national reporters were derided for the way they said ‘Barnard’.

But maybe a trip to the opticians is in order for the marketing department at Lidl who have printed a leaflet promoting the new store in the non-existent town of Bernard Castle.

Gainford resident Sue Campbell said: “It has come through our door and just about every door in Teesdale.

“It is on a flyer because the new store opened on Thursday.

“These appeared in people’s letter boxes three of four days ago.

“It is right on the back but not on the front."

The Northern Echo: The flyer was posted through doors in Teesdale The flyer was posted through doors in Teesdale

Ms Campbell said: “It struck me it might have been done deliberately because it has created all sorts of discussion.

“It might have been a PR stunt.

“It is either a cleverly marketing ploy or someone’s head is going to roll in promotions.”

Lidl has been contacted for a comment.

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