FOR many people not from these parts, the name 'Worcester' can prove notoriously tricky to spell.
But you'd expect a multi-million pound supermarket to get it right - especially when they've launched a national advertising campaign about a shiny new store.
German giant Lidl last week opened its massive Warndon store, with 10,000 punters packing it out on the first day of booming trade.
But its 'Lidl of the future' outlet came accompanied with the strapline 'your local Worchester store' - with online adverts carrying the embarrassing blunder.
The faux pas has bewildered people in the city, with many saying it has popped up on their screens whilst accessing web pages.
Store bosses say they have fixed the problem and corrected the city's name - but it has proved too late to escape some mickey-taking from shoppers.
Worcester resident Mandy Higgerson, 31, of Wylds Lane, Worcester, said: "When I spotted it I couldn't believe it - at first I thought they were banging on about a new 'Dorchester' store, before realising they actually meant us.
"Someone ought to tell them to wake up. It's a nice store but get the name right, for crying out loud."
The mishap has also led to Lidl getting some ribbing on social media, including Twitter where the advert has been re-published.
City resident and former publican Barry MacGabhann, a father-of-two, tweeted: "Now the advertising firms and Lidl get it wrong - we do not live in Worchester!"
Lidl has since used social media to say "we're aware of it", apologise and pass on thanks to people for flagging it up.
This afternoon, a spokesman added: "We have alerted our advertising team and will be removing the rogue 'H' from any future advertising."
Lidl's new Windermere Drive site opened last Thursday on the site of the former Archdales 73 Club, which was partly destroyed in a fire in 2015.
Bizarrely, it's the second time in just a fortnight that the Faithful City's name has been pulled apart in error.
Two weeks ago Green Party leader Natalie Bennett visited Worcester, declaring she was against proposals for a £150 million John Lewis-led retail park off Newtown Road by tweeting about the '#no2worchesterwood' campaign.
And back in 2014 Labour MP Chuka Umunna did a live interview on BBC Hereford & Worcester where he inexplicably called it 'Wichita' - presumably getting Worcester confused with the 49th largest city in the USA.
Doh and double doh!