Bargain Booze has taken on the discounters with a new advertising campaign called ‘Aldi Shmaldi’.

The campaign highlights how customers can buy quality brands at the same low price as discounters’ own brand products.

It shows a four-pack of Carlsberg Export at the same price as an own brand equivalent, and a bottle of Smirnoff priced similarly to an own brand vodka.

Diana Hunter, CEO of brand owner Conviviality Retail, 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.”