Oddbins has had a pop at its supermarket rivals in a one-off ad campaign.

The specialist off-licence chain, which has established a reputation for sourcing unusual parcels of wine, ran a press advert showing a shopper wheeling a supermarket trolley and the question ‘Does modern life get on your tits?’

The advert, which appeared in The Observer’s Food Monthly supplement last week, added: “Amazingly, we are not yet required by law to buy everything from the supermarkets. Good news - because a lot of our wines are so rare and cheeky that supermarkets haven’t even heard of them.” It finished with the line: ‘Stopping the modern world going completely tits up’.

A spokeswoman for Oddbins said the advert was not scheduled to appear again.