Some of Australia’s most renowned chefs and restaurateurs have come together to participate in a new advertising campaign, pleading with people to do the only thing that will save their industry: get vaccinated as soon as possible.
Pulled together in three weeks with all time, talent and filmmaking talent donated by some of the industry’s best. Every chef and restaurateur signed on the dotted line to be a part of the campaign immediately after being approached as the industry comes together to open back up.
Organisers say every week of lockdown is costing the hospitality industry $428 million in lost bookings and events in Sydney and Melbourne alone.*
Chef, Guillaume Brahimi, the campaign’s industry ambassador, says, “Chefs and hospitality workers are resilient people- we have to be because what we do isn’t easy at the best of times. Whether it’s a small suburban Thai restaurant, a country pub, a cafe, 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.”
The rolling lockdowns and restrictions over the last month made filming challenging but the chefs featuring in the campaign are from right around the country, and support from the industry has been unanimous.
Supporters 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 Munoz Labart, Massimo Mele, Nick Holloway and Morgan McGlone.
Brahimi says, “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.”
Creative director David Nobay, brought the campaign to life. Some of his closest friends and relatives are in hospitality, and he was witnessing the devastating effects on them first-hand. Their answer to re-opening was simple: encouraging people who care about restaurants to get vaccinated quickly.
Nobay says,“I believe weaponising your immediate tribe to tell your own story about COVID, and its impact, 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.”
Director, Susan Stitt created the TVC. Before her life as a filmmakers, Ms Stitt owned two- hatted Sydney restaurant, POND in the nineties, a restaurant that launched the careers of Guillaume Brahimi and Peter Gilmore.
Alongside Nobay and Stitt, the campaign benefited from the generous time and talent from collaborators, including Will Alexander, the founder of Heckler, the production company who helped produce the entire campaign, from film to radio ads, and Jeanine Bribosia, founder and director of The Cru Agency.
*Restaurant and Catering Industry Association, August 2021
