How they were getting left behind

Post-Covid, the UK hospitality sector was on its knees. A 400,000 worker shortage threatened recovery, while only 1 in 5 UK workers believed a career in hospitality was worth pursuing. The industry was seen as long hours, low pay and little progression — a stopgap, not a springboard.

How we pioneered a new solution

We didn’t just change the message — we changed the mood.

Instead of tired stock imagery of chefs and waiting staff, we created a bold, animated world bursting with colour, movement and attitude. High-energy transitions, punchy typography and vibrant gradients brought the sector to life. Characters were stylised, expressive and diverse, not background extras, but protagonists on a fast track.

The animation moved quickly, mirroring the pace of progression making the sector feel dynamic, social and full of momentum.

The platform line, “Rise Fast. Work Young.” wasn’t just a strapline. It was embedded in the kinetic rhythm of the work, turning hospitality into a category that felt alive, ambitious and culturally relevant.

How it impacted the business

The campaign delivered impact at both scale and sentiment.

Over 250,000 job applications were generated to support hospitality businesses nationwide. More than 50% of under-30s were reached at least once, driving 17 million impressions on TikTok and 80,000 website visits.

Perception shifted meaningfully: now 1 in 3 jobseekers are considering hospitality as a career, with 75% of 18–30-year-olds saying the campaign encouraged them to work in the sector.