‘Rise Fast. Work Young’ Hospitality Rising Campaign Receives Huge Success

Since launching in October the recruitment campaign ‘Rise Fast. Work Young’ for Hospitality Rising with creative by Forever Beta has received more than 25,000 applications. The campaign’s aim is to double the amount of people considering a job in the sector. 

With a team consisting of strategy from Ogilvy, creative from Forever Beta and account and project management from VCCP, the campaign and team's ambition is to turn the perception of working in hospitality around and appeal to a wider and younger audience. The work positions hospitality as an exhilarating career path that is fun, energetic, and all about collaboration and teamwork, encouraging people to ‘Rise Fast. Work Young’. Within weeks of the launch upwards of 100,000 people having viewed the job listings on the site and Hospitality Rising TikTok channel having had 4.3 million impressions, the work is making a big impact. 

Research from KAM and Hospitality Rising previously revealed that only one in five (21%) UK workers think hospitality is an appealing industry to work in, and hospitality has been increasingly viewed as a vocation with short term career progression as opposed to offering valuable long-term skills. The campaign represents people in a modern light and uses a CGI artistic approach for the creative. Capturing the essence and personality of roles such as chefs, waiters, managers within the industry. With the electrifying sound track accompanying the animation, the attitude speaks directly to hospitality influencers and young people considering a new career path. 

High-profile chefs, including Raymond Blanc and Tom Kerridge, as well as Wahaca co-founder Thomasina Miers, have backed Hospitality Rising, and appeared on its podcast to discuss the importance of the hospitality industry.

Celebrity chef Tom Kerridge, said: “Get involved. It’s reaching, hitting out as many people as possible. It’s creating not just an understanding, what we need to do is capture the heart, the soul, the imagination of people to get into this industry, understand how much fun it can be and how it has changed.” 

Application figures have almost tripled over the space of a month, as 7,000 people applied for jobs through the site in only two days of launching.

Mark McCulloch, founder of Hospitality Rising, said: “We couldn’t have anticipated better results for the campaign. The impact of the work is testament to the brains we have working on this including creative from Forever Beta and media planning from Smithfield. I truly feel we are connecting and attracting people 30 and under who have been considering a career in hospitality, showing them the thrills and opportunities the industry can truly offer.”

Mark Campion, creative director at Forever Beta, said: “We really tried to capture the excitement of hospitality, ensuring the creative reflected the fast-paced joy of the industry. It’s great to see everyone's hard work paying off, as this is an issue we are all passionate about. It’s amazing to see a young audience connecting with the campaign and as a result taking action and seeking out jobs within the sector. We can’t wait to see the long term impact the campaign will have on hospitality, as it's been such a tremendous team effort.”

You can view the campaign here.

You can see the case study film here.