TV show cooks up a recruitment storm

Singapore - A reality based television programme has been developed to promote the food and beverage (F&B) industry as a laudable career path for youths.

In a collaboration between SPRING Singapore, advertising agencies Leo Burnett and Starcom Media , the programme hopes to counter the perceptions of the F&B industry as a lowly-paid sector with long working hours and few opportunities.

The reality programme, "F&B Heroes", features candidates who undergo a set of challenges over a series of six episodes. The series will highlight the skills, characteristics and responsibilities it takes to be a restaurant manager, waiter, chef, or bartender.

The candidates were nominated by independent F&B establishments from the Restaurant Association of Singapore (RAS) as well as from companies in SPRING's database. The campaign hopes to appeal to school leavers, as well as older people who are looking for mid-career switch.

"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," Angela Koch, planning director, Leo Burnett Singapore added.

The reality TV series will be shown on Mediacorp station's Channel U.