A long-standing debate surrounding the correct pronunciation of the high-street store Primark has been reignited by a new campaign from the brand itself. Signs displayed in the windows of Primark's Braehead store in Scotland, and soon across all 21 Scottish stores until August 24, boldly declare "It's pronounced PREE-mark." Some signs even explicitly cross out the "Pri" and replace it with "Pree," with the store's TikTok account further solidifying this stance.

This marketing initiative, which is a "wee nod" to the fact that many Scots pronounce the name as "Preemark," coincides with celebrations marking 50 years of Primark's presence on the Scottish high street. The company's direct intervention has, unsurprisingly, sparked a significant reaction among customers and online commentators.

Many steadfastly insist on the "PRY-mark" pronunciation, arguing that the spelling "PRI" dictates it, drawing parallels to words like "Primary School." Comments poured in asserting, "It will always be pry-mark" and "It’s spelt PRI so it’s Primark, you don’t say Preemary School." Some even recalled a "young buck corporate yoke" previously stating it was "PRImark."

Conversely, a vocal contingent supports the "PREE-mark" pronunciation. Proponents point to historical evidence, with one person recalling an 80s Christmas ad that used "Preemark" and others mentioning "archive radio adverts when it opened in the 70s for PREmark!" Some Scots affirmed that "Preemark is how it’s pronounced properly in Scotland," while others from England claimed they too had always said "Pree-mark" until more recently.

The debate has highlighted the deeply entrenched habits of customers, with many expressing shock or refusal to adopt the suggested pronunciation. One comment jokingly suggested the company itself might be unsure, referencing shirts that once read "pr eye mark." Regardless of personal preference, Primark's direct campaign has certainly brought its name back into the public conversation.