Targeted at school leavers or those wanting a career change, the ‘F&B heroes’ campaign, created by Leo Burnett, features six half-hour episodes that chronicle real-life candidates taking on different industry challenges as a chef, restaurant manager or bartender.
With a brief to change public perception of the industry as low paying for long working hours, Angela Koch, planning director at Leo Burnett Singapore, revealed the need to show a different side to the industry.
“Our research showed a common belief among Singaporeans that work in the F&B industry is not worthy of respect. Our idea was to touch people on a human level to neutralise the negative perceptions,” she said.
Reality show bid to boost F&B image
SINGAPORE - A Government board for economic growth, Spring Singapore, has produced a reality-TV series to promote the food and beverage (F&B) industry as a desirable career choice for young people.
