The Crewe-based company is investing £1 million in a two-week multi-channel TV and radio campaign to drive sales in the buildup to Christmas.
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, plus the convenience of shopping locally.”
Over the next two weeks the campaign is expected to reach 20 million adults across the UK.
Customers and actors feature in the “comedic” TV ads, which feature an interviewer asking customers if they know where to get bargain drinks offers this Christmas.
The customers appear to struggle to answer the question despite being filmed in front of the Bargain Booze store.
The campaign’s first airing is a 30-second spot in the centre break of Coronation Street on Wednesday and includes prime-time spots among ITV1 programmes ranging from Emmerdale to new dramas The Town and Poison Tree.
The adverts will also run nationally across ITV2 and ITV4 and Talksport, Real and Smooth radio stations.
The investment is part of a company-wide drive to raise the awareness of the company’s franchisee-operated stores across the country, which trade under Bargain Booze, Bargain Booze Plus, Select Convenience and Thorougoods fascias.