Eamonn Holmes has taken aim at the public from his This Morning sofa – over the pronunciation of Primark.
The TV star and his co-host wife Ruth Langsford were discussing at extended opening hours at the discount clothing chain.
This has led to 24-hour queues outside the stores as customers are desperate to get a bargain in their Christmas shopping.
But Holmes’ patience with the nation boiled over when it came to how to say Primark.
Ruth and Eamonn were joined by Gyles Brandreth and Nick Ferrari for the lively debate, reports the Mirror.
After the interview, Eamonn said: “Could I just make and apology to all the viewers in Ireland watching this morning, for the mispronunciation of Primark, there.
“You have to be Irish to know,” he added.
Ruth quipped: “This is from a former manager!”
Eamonn, who hails from Belfast, corrected her: “Trainee manager.”
He continued: “The rest of the UK you call it Primark, we say Pree-mark, that’s it, just saying!”
Ruth told him: “We say swede, you say turnip.”
He shot back: “I don’t understand why the rest of you can’t get things right, but anyway!”
One viewer tweeted: “Thanks to @EamonnHolmes for correcting people on the pronunciation of @Primark. It started in Ireland and it’s Preeeeemark. We even had a Christmas Tv advert saying it that way that went “Preeemark have a whole lot of things for Christmas””.
“Now @EamonnHolmes has done it! He’s started a PREEmark-PRImark debate,” joked another.
This Morning airs weekdays on ITV at 10am