Full-page spreads ran in today’s Sun, Liverpool Echo and Manchester Evening News, and the four-week-long push will also include outdoor billboard ads, telephone boxes and digital media.
The ads pastiche the discounters' own price comparison ads in what parent company Conviviality Retail is calling a “cheeky twist”.
The retailer's new chief customer officer Carol Savage told OLN the campaign aims to challenge the discounters' claims that their own-labels are better than big brands.
She said: "We're bringing the personality back to Bargain Booze and saying you've got a choice: we have got great brands here at a great price, and if you can choose brands at the same price as own-label, what's not to like?
"The discounters are serious competition for anybody on the high street but what we are saying is that we have got a whole lot more range than they have got, a range of 1,500 different lines and 60% of our products are on discount. We haven't been shouting loudly about it and people don't know."
Savage stressed that Bargain Booze stores are run by local entrepreneurs with strong links to their communities, and that many people didn't realise many stores also held convenience food ranges for top-up shops.
She said: "The discounters have been rolling out their model, not expanding it. What we need to do is provide an alternative with more choice."
Chief executive Diana Hunter said: “With Bargain Booze, customers can enjoy the branded products they love at great prices along with a choice of an extensive range of off-licence and convenience foods. Bargain Booze aims to be the best value local off-licence and top-up retailer of choice in the eyes of our customers, and I believe this campaign shows our continued commitment to delivering our customers fantastic choice and value.”
Savage joined Bargain Booze four weeks ago from travel company Tui, where she was global marketing director.