Lidl have launched a fresh bid to erect an illuminated flagpole sign at their new Wellington store.

The German supermarket giant had their request for the 20ft-high sign rejected as part of a split decision which gave the go ahead for fascia signs across the shopfront and other advertisement boards.

Refusing permission for the sign in September 2022, Wellington Town Council said: "The proposed development is considered to harm the visual qualities of the approach route into Wellington.

"The sign's siting, design and appearance detracts from the visual qualities of the surrounding area contrary to Policy D3 'Outdoor advertisements and signs' of the Site Allocations and Development Management Plan 2016."

However, six months on from the rejection, Lidl have lodged a fresh planning request to the new Somerset Council, hoping for 'swift approval.'

Plans submitted on behalf of Lidl by RPS consultants renewed the effort to erect the illuminated flagpole style sign.

Emily Avery, of the RPS group said: "The proposed store signage represents Lidl’s standard corporate signage which is provided on all their stores across the UK and in the context of this site and the surrounding area they should be entirely non-contentious.

"I therefore hope you will be able to issue a swift approval under delegated powers. However, if you have any queries, please do not hesitate to contact me."

If approved the illuminated sign would stand 5.8 metres-high and is understood to display a lit-up yellow and blue Lidl logo 24 hours a day.

However some Wellington residents are opposing the plans, which have been branded 'intrusive.'

In representations to planners, Peter Gaywood said: "[We] wish there to be NO intrusive or illuminated signs or flagpole erected on the Lidl site.

"There is already an antisocial level of powerful street lighting entering our front bedroom windows, about which we have already complained to the local council.

"The location of Lidl is very clear without further illumination."

Mr and Mrs Holloway described said existing signage was intrusive as was, and opposed any fresh advertisement. They said : "As residents in Cades Gardens the existing illumination from the now installed logo display until closing time, coupled with the store lights on continuously through the night is extremely intrusive to say the least.

"They are sited in direct line and less than fifty metres away from our bedroom windows. The addition of further lighting in this area, therefor, is decidedly unfair and quite unacceptable."

Mrs J Robins said the installation of the flagpole sign would detract from the shop's rural setting. She said: "The proposed reapplication for a collection of further lights and a flagpole on and around the new Lidl's store on the edge of Wellington will have an adverse effect on its semi-rural location and will be more in keeping with a 'sheds-on-the-bypass' industrial area.

"The current provision of two illuminated fascia signs provide clear notification of the location of the store from all current approaches. A flagpole about 6 metres tall is completely inappropriate.

"Could it be seen from the Blackdown Hills? Or is it in competition with the Wellington Monument?"

Lidl have been approached for comment.