A new national campaign called ‘Put a Jab on the Menu’ which features some of Australia’s best-loved chefs and restaurateurs, has launched across print, digital and radio.

The campaign aims to help the hospitality industry re-open, with the Restaurant & Catering Association estimating that every week of lockdown is costing the hospitality industry $428m in lost bookings and events in Sydney and Melbourne alone.

One of the first to lend his influence and support was acclaimed chef, Guillaume Brahimi, the campaign’s industry ambassador.

“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.”

Chefs featuring in the campaign 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 added: “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.”

The idea was the brain-child of David Nobay, a creative director, artist and writer with over 30 years’ experience in marketing.

He said: “I believe weaponizing 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.”

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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