The F&B industry ain't so bad

Singapore- Spring Singapore has partnered with Leo Burnett and Starcom Media to encourage young people to consider a career in the F&B industry.

"Our in-depth research revealed a commonly held belief among Singaporeans that work in the F&B industry is not worthy of respect. Our idea was to touch people at a deeply human level so as to neutralize the perceived industry negatives," Angela Koch, planning director for Leo Burnett Singapore, said.

The campaign revolves around a reality based TV series on prime time TV, supported by media touch points. The reality series, F&B Heroes , feature candidates undergoing a set of challenges over a series of six episodes related to being a top performer in the F&B field. Winners will be selected by judges as well as viewers, who will be able to vote for the candidates via SMS.

"We embarked on a programme to convince potential and current F&B workers that as individuals, they have the power to create memorable dining experiences. That they can become F&B Heroes," Koch, said.

The series is supported by a press, outdoor, digital, and radio campaign, as well as a website.