The Shop Waterford signs in Dungarvan have come under fire after a local councillor said the branding caused confusion and failed to reflect the town’s identity. Independent councillor Joe O’Riordan raised the issue during the March plenary meeting of Waterford City and County Council.

Call for town-focused retail campaigns

O’Riordan said he previously pushed for a more localised approach to retail promotion across the county. He argued that each town should run its own campaign rather than relying on a single county-wide message. He said the signs in Dungarvan created the impression that shoppers were being directed towards Waterford city instead of supporting local businesses. O’Riordan added that he found the situation upsetting and believed the messaging did not reflect how people in Dungarvan view their town.

Council defends unified county branding

Responding to the concerns, Acting Director of Services Claire Hartley said the “Shop Waterford” campaign represents the entire county. She explained that the council has promoted a unified identity for over a decade through the “One City, One County, One Waterford” message. Hartley said the “Shop Local, Shop Waterford” brand has been in place for six years and reflects a coordinated effort across the region. She also confirmed that the council worked with local chambers of commerce in Dungarvan to support the branding.

No separate branding for individual towns

Hartley said introducing a “Shop Dungarvan” campaign would create challenges across the county. She warned that other towns would likely seek their own branding, making it difficult to maintain a consistent message. Instead, she said the council continues to promote “Shop Waterford” as a single, unifying brand for all communities.

Ongoing concerns over local identity

The Shop Waterford signs in Dungarvan have reignited debate around how best to support local businesses. While the council maintains that a unified approach benefits the entire county, some representatives believe more localised campaigns would better connect with communities. For the latest Waterford News and Sport, tune into WLR News on the hour and download the WLR App for news on demand.