“Put A Jab On The Menu”: Hospitality Industry Launches Its Own Vax Ad
The hospitality industry has united to save restaurants, bars and cafés with a national campaign, “Put A Jab On The Menu”.
Tired of watching the hospitality industry suffer from ongoing lockdowns and restrictions with little end in sight, some of Australia’s best creative minds have teamed up with hospitality’s much-loved chefs and restaurateurs to plead with people to do the only thing that will save their industry: get vaccinated as soon as possible.
The idea was the brainchild of David Nobay, a creative director, artist and writer with over 30 years’ experience in marketing.
“My son is a cook who literally grew up in the kitchens of Sydney restaurants. Many of my best friends are chefs, from Byron to Melbourne, New York to LA,” he said.
“So, better than most, I understand the excruciating pressure these extended lockdowns are putting on them, from the owners to staff, from waiters to cooks.
“Brands that have taken them decades to establish could be washed away in months if Australia doesn’t wake up to widespread vaccination faster.”
One of the very first to lend his influence and support was acclaimed chef Guillaume Brahimi, the campaign’s industry ambassador.
“Chefs and hospitality workers are resilient people. We have to be because what we do isn’t easy at the best of times,” Brahimi said.
“Whether it’s a small suburban Thai restaurant, a country pub, a café, a 300-seat fine diner, every person who works in hospitality does it because they want to bring happiness to people by service or food.
“But, regardless of our shared passion, there’s one thing that we can’t overcome, and that’s empty tables. I’ve been speaking to so many of my friends in hospitality, and this time around could be what breaks them.
“Takeaway doesn’t make money for restaurants not set up for that; they are doing it mainly to keep their teams busy, and for mental health.
“Vaccination is the only way to save our industry and open it up again, without restrictions. If we don’t get it done, we’re going to lose some amazing businesses.”
Although the rolling lockdowns and restrictions over the last month made filming an obvious challenge, chefs featured in the campaign are from right around the country, and support from the industry has been unanimous.
They include Matt Moran, Danielle Alvarez, Neil Perry, Maurice Terzini, Anna Ugarte-Carral, Frank Camorra, Victor Liong, Shannon Martinez, Adam d’Sylva, Ross Lusted, Jacqui Challinor, Alex and Karla Munoz Labart, Massimo Mele, Nick Holloway and Morgan McGlone.
Alongside industry-leading chefs, the campaign benefited from an incredible team of collaborators, who all gave their time and energy at no cost, including Will Alexander, founder of Heckler (the production company that produced the fully integrated campaign which includes film, print, digital and radio); and Jeanine Bribosia, founder and director of The Cru (who has overseen all publicity and media rollout).
Director Susan Stitt, who before becoming one of Australia’s most-awarded cinematographers, actually owned a two-hatted Sydney restaurant in the nineties, POND, also signed up to help for free.
“From the second I saw David Nobay’s script, I dropped everything and mobilised the ACS (Australian Cinematographer’s Society), as I realised that was going to be the only way we’d get the film coverage we needed whilst the borders were closed,” Stitt said.
“Making a great film is not unlike making a great dish – the real skill is working with the few ingredients you have!”
The entire campaign was pulled together in three weeks and cost nothing to make.
“I believe weaponising your immediate tribe to tell your own story about COVID is going to become increasingly vital in our community communications because it reflects an authentic charisma that simply can’t be recreated by a government committee, however well-meaning,” Nobay said.
The campaign also features print, online and radio elements, with national support across major media outlets including News Corp, Nine, SBS and Foxtel.
Please login with linkedin to comment
Adam d’Sylva Alex Munoz Labart Anna Ugarte-Carral COVID-19 vaccine Danielle Alvarez David Nobay Frank Camorra Guillaume Brahimi heckler hospitality industry Jacqui Challinor Jeanine Bribosia Karla Munoz Labart Massimo Mele matt moran Maurice Terzini Morgan McGlone Neil Perry Nick Holloway Put A Jab On The Menu Ross Lusted Shannon Martinez Susan Stitt The Cru vaccine campaign vax campaign Victor Liong Will AlexanderLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.