By Amy Looker

Samuel Smith & Son has launched a new advertising campaign that focuses on the employees that make up the company.

Created by advertising agency kwp!, the series of print ads have been designed to bring to life the brand promise of Samuel Smith & Son.

"With this campaign we wanted to focus on our people. The knowledge, service and friendship provided by our people is what sets us apart from our competitors," said director of strategy and trading at Samuel Smith & Son, Nick Waterman.

"In an age of computerised call centres, automated ordering and delayed deliveries, the people at Samuel Smith & Son are dedicated to providing personalised service and guaranteed next day delivery.

"These ads are about getting to know some of our people – what they do at work and also what they enjoy outside of work."

Each employee featured in the ads received movie star treatment with hair, makeup and wardrobe stylists on the set of their photography shoots, with the concept for their photograph coming directly out of their story, which accompanies the image.

The first in the series of advertisements can be seen in the July edition of National Liquor News.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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