Bargain Booze posted a 9.5% increase in sales during the two weeks to December 24 on the back of a £1 million TV and radio campaign.

The group claimed its largest-ever ad campaign reached more than 20 million adults, resulting in the spike in sales compared to the previous Christmas trading period.

It said overall like-for-like retail sales for the six weeks to December 31 were also up 3.4%.

Marketing director Adam Burnett said: “Our creative Christmas advertising campaign successfully struck a chord with consumers and helped us to increase total retail transactions by 10 per cent compared to the previous year.

“It shows that independent high street operators can successfully compete against the dominance of multiple retailers if they have the right mix of marketing and promotional firepower.

“We are pleased with the significant increase in sales during the festive period and plan to build on this success with future above-the-line activity to continue to drive sales for our franchisees this year.”

Diana Hunter, Waitrose’s director of convenience, joins next month as Bargain Booze’s new chief executive to support the company’s expansion and development as it targets growth and innovation across more than 600 franchisee-operated high street stores.

The company trades under Bargain Booze, Bargain Booze Plus, Select Convenience and Thorougoods fascias.