RTE star Marty Whelan has been axed by Tesco as the voice of its well-known advertising campaigns.
The Winning Streak star had provided the voice for their TV and radio campaigns for a number of years.
But Tesco have now brought a near namesake – Republic Of Telly host Dermot Whelan – on board for their new marketing plan who is 17 years younger.
In a statement, the supermarket confirmed that they had shelved Lyric FM DJ Marty from their adverts.
New face: Dermot Whelan has stolen Marty’s gig
They said: “We have worked with Marty for a number of years, but not exclusively, using a number of other voiceover artists for different campaigns.
“For the current campaign we are using a different voiceover artist, Dermot, who is proving popular and we’ll continue to review this going forward.”
However Marty has claimed it’s “no big deal” being axed by Tesco, despite pals revealing he’s secretly fuming.
It comes as Marty is being lined up to be chopped from Winning Streak in favour of Marty Morrissey at the end of the season.
RTE have filmed a promo with the GAA presenter, but sources revealed it is still being decided whether the shakeup is needed.