Food Industry Turns to Digital to Get Young People Into Industry
The industry's careers campaign, Taste Success – A Future in Food, started in 2011 to change the image of working in the industry which was perceived as being boring, low paid and all about 'hairnets and wellies'. The digital strand of this campaign will go live at The Big Bang, science, engineering and technology careers fair at the NEC, Birmingham this week (15-17 March) which will be visited by 45,000 students, teachers and parents.
19 Mar 2012 --- A new digital campaign has been launched by the food and drink manufacturing industry to encourage 16-18 years to consider the exciting range of careers on offer in the sector.
The industry's careers campaign, Taste Success – A Future in Food, started in 2011 to change the image of working in the industry which was perceived as being boring, low paid and all about 'hairnets and wellies'. The digital strand of this campaign will go live at The Big Bang, science, engineering and technology careers fair at the NEC, Birmingham this week (15-17 March) which will be visited by 45,000 students, teachers and parents.
The digital work includes three fun Youtube videos entitled Sugar Rush; Chilli Baby and Awkward Questions. Alongside the videos, there will be a Facebook page where viewers can vote for the sexiest foods. This will be backed up by a campaign landing page which ties together all of the resources and provides more information about the exciting range of careers on offer in the industry.
The campaign has been developed by the Food and Drink Federation (FDF), sector skills council Improve and the Institute of Food, Science and Technology, in partnership with digital agency Glow Labs.
FDF Director of Communications Terry Jones said: “We know that the perception of food and drink manufacturing careers is not high, when in fact we employ some of the most innovative scientists, technologists and engineers who can work on the world's most famous brands. Most employees in our sector are highly qualified and there are excellent prospects and good pay.
“Through the Taste Success campaign and our new digital strand we hope to bring to life the exciting range of jobs on offer and generate a real buzz about working with food.”
