Tesco, Supervalu, Centra and Aldi have followed Lidl's lead in cutting the cost of their own-brand butter and milk.

Lidl said that it is "once again setting the pace for value in Ireland".

The US-focused company reported "strong growth" in its health nutrition and dairy nutrition businesses

The billboard is located on Clifton Street, Belfast, and will be live for one week. 

The Déise boasts six finalists in major categories of this year's National Dairy Awards