A supermarket has attracted criticism for mispronouncing the name of a famous Moray tradition – in an advert boasting about being proud of its local links.
The Lidl advert, which has been broadcast on radio stations across the north-east, features a reference to the Burning of the Clavie event which takes place in Burghead every January.
The promotional spot lists the range of locally- sourced products it stocks before jokingly alluding to the staple of the Moray calendar.
But in an embarrassing faux pas for the German retailer, the speaker pronounces Clavie in a manner which rhymes with “lavvy” rather than “wavy” as it should be.
Residents who turn out for the fire festival every winter wasted little time in informing Lidl of its mistake. One local, Sheila Ross, took to social media to tell the firm she was left “shouting at her radio” upon hearing the advert.
Another annoyed Brocher – the word for folk from Burghead as well as Fraserburgh – Dianne McLeish, said: “Someone needs to phone Lidl to let them know that it is wrong, it drives me nuts.”
Carly Fearon suggested the advert had “done its job” by getting people to discuss the store, even if in less than glowing terms.
Clavie King Dan Ralph, who has led the festival for the past 30 years, was more forgiving. He said: “I’ve got quite used to people pronouncing the word wrongly but you don’t want to make a fuss about it. It is not worth getting excited about, as it’s out of season.
“Maybe if it was closer to the event then I’d say something about it.
“When people come to visit us, they can be put right about how to say it.”
Lidl said it was unable to comment on the matter.
Dear Lidl, Clavie rhymes with ‘wavy’, not ‘lavvy’. Nice attempt at a regionally appropriate advert though. #Burghead #Clavie #lidl #MFR
— Claire E Craigie (@peedielizzie) August 30, 2018
FYI Lidl, Clavie is pronounced CLAY-vie not CLA-vie. Please get it right, burns my ears every time I hear your advert on the radio #lidl
— Lulu Baker (@lulubaker) August 30, 2018
The Burning of the Clavie
The festival is one of the most unique events in Scotland.
The ancient Scottish custom is held in Burghead every year on January 11 and the tradition is fiercely local, dating back to 400AD when the town was the capital of the ancient Pictish kingdom.
It sees the Clavie King parade a burning barrel filled with wood and tar and mounted on a large post around the town along with his 20-strong crew.
The clavie is toured throughout Burghead before being placed on the summit of Doorie Hill, where it forms part of a bonfire.
It is a celebration of the ancient Scots Hogmanay which fell on January 11.
Every year, the festival goes ahead in spite of the weather and the fiery spectacle is a sight to behold.
Some Brochers believe that receiving blackened staves from the clavie brings luck for the coming year, with some pieces even sent to expats worldwide.
The charcoal of the clavie is also collected and put in pieces up the chimneys of houses in Burghead, to keep spirits and witches at bay.
The Clavie King for the past 30 years has been Dan Ralph, who has taken part in the tradition for the last 52 years.
He is the figurehead of the festival and ensures the event remains untouched by modernity.