Hard discounters never used to sign-up celebrity brand ambassadors cost control was so important to them that such extravagances simply wouldn't have been allowed.

But after Aldi shelled out for celebrity chef Phil Vickery to front its television advertisements, now Lidl in Northern Ireland has taken its hand out of its pocket for local-boy-made-good Colin Murray.

"Lidl does for supermarkets what Ikea has done for furniture they find ingenious ways of driving costs down to deliver the best value and I'm all for that," said the radio and television presenter.