Bargain Booze is investing in its biggest ever advertising campaign ahead of the festive season in a bid to build on its recent sales growth.

The new £1m national television and radio Christmas advertising campaign will run for two weeks from December 11.

Airing on ITV1, ITV2, and ITV4 TV channels and nationally on Talksport and on regional Real and Smooth radio stations, the campaign is expected to reach more than 20 million UK adults.

In addition to festive special offers the adverts are also designed to raise the awareness of the company’s different franchisee-operated fascias including Bargain Booze, Bargain Booze Plus, Select Convenience and Thorougoods.

“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,” marketing director Adam Burnett, said. “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.”

Bargain Booze recorded sales of £395m in the 12 months to April 2012, up from £381m in the previous financial year.