Marketing Report
The Burnt Chef Project unveils campaign spotlighting mental health in the hospitality industry

The Burnt Chef Project unveils campaign spotlighting mental health in the hospitality industry

The Burnt Chef Project, a not-for-profit social enterprise dedicated to improving mental health in the hospitality industry, has announced the launch of its innovative new campaign, ‘Change the Menu.’

This initiative, designed to drive recruitment to the industry, aims to highlight the significant impact The Burnt Chef Project is making through its free-to-access services and strong advocacy for improved working environments in the sector.

In order to drive recruitment and retention in the hospitality industry, wellbeing must be placed at the top of the menu. The Burnt Chef Project aims to change perceptions of the industry, positioning it as a career of choice rather than a stopgap.

By highlighting the impact of their free-to-access services and tireless advocacy for better working environments, the campaign underscores the importance of prioritizing mental health and wellbeing.

Developed in collaboration with creatives Max Ettinger and Dylan Burnside, the ‘Change the Menu’ campaign will roll out in conjunction with World Wellbeing Week from 24th-30th June 2024.

The campaign will be prominently featured across The Burnt Chef Project’s digital platforms and through out-of-home advertisements in key locations across London and Bristol throughout the week.

Max Ettinger, Creative: “From the age of 16, I’ve worked in hospitality so have experienced first hand the pressures that are faced. Mental health hasn’t always been a widely approachable conversation but seeing The Burnt Chef Project as a beacon for change of this rhetoric is incredible and the work they are doing is invaluable for the industry.”

The ‘Change the Menu’ campaign uses menus from two fictitious venues – The Struggle Inn and The Witts End – to vividly illustrate the mental health challenges faced in the hospitality industry.

These initial menus highlight issues such as antisocial hours, lack of management training, anxiety, and depression. In a powerful transformation, these problematic “dishes” are replaced with a new and improved menu featuring supportive structures, mental health training, and a better work-life balance.

Kris Hall, Founder, The Burnt Chef Project: “Our goal with ‘Change the Menu’ is to raise awareness about the mental health challenges in the hospitality industry and to promote the solutions that The Burnt Chef Project is providing. We want to drive home the message that a healthier, more supportive work environment is not just necessary but possible. By changing the ‘menu’ of what the industry serves its workers, we can create a more sustainable and positive career path for hospitality professionals.”

Campaign Highlights:

  • Free-to-Access Services: Showcasing the wide range of free services provided by The Burnt Chef Project, including mental health support, training programs, and advocacy initiatives.
  • Collaborative Design: Developed with the creative expertise of designers Max and Dylan, ensuring the campaign is both impactful and visually compelling.
  • Multi-Platform Presence: The campaign will be visible across The Burnt Chef Project’s digital channels and through targeted out-of-home campaigns in London and Bristol, ensuring widespread reach and engagement.
  • World Wellbeing Week Alignment: Launched during World Wellbeing Week 24th - 30th June to maximize awareness and participation from the public and industry stakeholders.

The Burnt Chef Project invites everyone to engage with the “Change the Menu” campaign, share its message, and join the movement towards a healthier and more supportive hospitality industry.