Creative David Nobay has teamed up with leading chefs and restaurateurs for the "Put a Jab on the Menu" campaign, launching nationally today.
Nobay, a creative director, artist and writer with more than 30 years’ experience in marketing, devised the campaign because he was witnessing the devastating effects on friends and relatives in hospitality. They saw encouraging people who care about restaurants to get vaccinated quickly as the key to re-opening.
Nobay: “I believe weaponising 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.”
Industry supporters include award-winning, French-born chef Guillaume Brahimi, 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.
Campaign industry ambassador Guillaume Brahimi: “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 campaign kicks off with a 60-second film featuring many of the industry’s best known faces. It also features a provocative print, online and radio campaign with national support across major media outlets.
The entire national campaign was pulled together in three weeks and cost nothing to make because industry members donated their time and talent.
The project was also a labour of love for the film’s director, Susan Stitt, who has worked her way up through the international film and commercial industries over the past 30 years. She owned two-hatted Sydney restaurant POND in the nineties, a restaurant that launched the careers of Guillaume Brahimi and Australian chef Peter Gilmore.
Other collaborators in the campaign include Will Alexander, the founder of Heckler, the production company which helped produce the entire campaign, and Jeanine Bribosia, founder and director of The Cru.
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