It is the off licence group’s largest-ever spend on a campaign, but it is expected to reach more than 20 million people.
The ads will run on the ITV channels, Talksport and regional radio stations.
They will focus on new offers and promotions.
Marketing director Adam Burnett said: “Christmas is a key sales period for every retailer so it is important that we showcase the strength and breadth of our offers in the run up to the festive period.
“The campaign aims to drive footfall, increase volume sales and attract new customers by promoting our competitive deals on food and drink products, plus the convenience of shopping locally.”