Fair Kitchens
Supporting #FAIRKITCHENS
to lead the change
#FairKitchens is a global movement which campaigns for healthier,
fairer, and more inclusive working cultures in the hospitality industry.
The movement aims to raise awareness of wellbeing
issues affecting people working in the sector,
and provides support, advice, guidance, and free leadership training.
It supports chefs, front of house and other hospitality staff
to navigate the challenges they face with the overall
goal of attracting and retaining talent over the long term.
We recruited two industry legends to be the faces of the campaign: Chris Galvin and Ruth Hansom. Visiting their restaurants and photographing their team at work allowed us to visually embody thriving kitchen cultures. This photography was central to the campaign materials created across all digital, social, and printed touchpoints.
Our communication strategy, across both long and short form touchpoints, was developed to speak directly to chefs in the succinct, punchy and direct language that they understand and relate to. We wanted to be clear that #FairKitchens exists to support them to grow, learn, develop and be better leaders for the benefit of the industry they are so passionate about.
With a strong focus on audience, we utilised paid opportunities across social platforms and the chef-led social network The Staff Canteen to drive awareness of the initiative.
By utilising our networks, we were able to secure two large editorial pieces in key industry publications including The Caterer and an interview with pioneering chef Chantelle Nicholson in Big Hospitality.
The initiative surpassed its first-year goal of training 250 UK chefs and operators which unlocked further activity.
Omne was briefed by the global #FairKitchens team to develop a campaign to develop, shape and launch the Leadership Training Programme both in the UK and globally, working within a limited budget.
The campaign idea needed to be provocative yet 100% focused on the objective to stand out – and thus LEAD THE CHANGE was born. This proposition was simple: to encourage, motivate and inspire chefs in just three words – words which are positive and, importantly, action-oriented.