In the UK, the shop Lidl was supposed to be pronounced Lie-del and I think that is how it is pronounced in Europe. But, everyone pronounced it with a short 'i'

In the UK, the shop Lidl was supposed to be pronounced Lie-del and I think that is how it is pronounced in Europe. But, everyone pronounced it with a short 'i' and now they've adopted that in adverts - 'Every little [lidl] helps' - doesn't work if you pronounce it Lie-del! If they wanted it pronounced Lie-del - they should have spelt it like that - Lidle!