"In fact it's New Zealand's most harmful drug in society - more than methamphetamine, more than heroin, more than tobacco. We don't want this in our supermarkets."
While people have the choice to buy alcohol or not, having it readily available "in our faces" makes it harder to resist, she believed.
The campaign is particularly timely given the recent decision by the Alcohol Regulatory and Licensing Authority to allow Auckland Council to adopt a policy of freezing new off-licences in certain parts of the city for two years.
While the policy, announced on July 19, isn't an outright ban, it does guide officers' decisions on whether to grant new licences in areas particularly affected by alcohol-related incidents.
Supermarkets are unlikely to be affected by the policy, as the majority of their business is unrelated to alcohol sales.