Hospitality Action Launches Dramatic New Advertising Campaign

Hospitality Action has revealed a new advertising campaign using shocking images of celebrity chefs to highlight the range of issues hospitality workers can face.

The dramatic campaign was launched by Hospitality Action patron and trustee Jason Atherton at the Catey Awards last night (July 7) and features Atherton, Tom Kerridge, Angela Hartnett, Heston Blumenthal and Ashley Palmer-Watts having fallen on hard times.

The UK-wide campaign depicts Atherton struggling with an addiction, Hartnett illustrated as a victim of domestic violence, Kerridge portrayed as someone suffering from a critical illness, Blumenthal, principal patron of HA, portrayed as suffering a serious injury, and Palmer-Watts shown as a sufferer of depression.

The campaign carries the strapline “It could happen to anyone” and aims to raise awareness within the hospitality industry not only of the issues that people could find themselves facing, but also of ways in which Hospitality Action could help.

Penny Moore, CEO of Hospitality Action, explained: “Eight years ago we ran a similar campaign which featured some high profile chefs including Raymond Blanc and Marco Pierre White, and put them into situations where you would not expect to see them, like homelessness and addiction.

“It was very successful and did a huge amount for us in terms of raising awareness.

“We use famous faces because it really does make people stop and look and the slogan drills home the message to those working in or associated with the hospitality industry that it really could happen to anyone.

“We really want to reach people in the industry who need our help but might not realise what we can do for them.

“We can help people who are living in poverty or with a life changing illness, and we know that alcohol and drug abuse is particularly prevalent in this industry and we can help with that too.

“We can help people start afresh.”

The campaign is already gathering momentum with the eye-catching images being spread across social media.

Penny said: “The chefs have been wonderful. They were really brilliant and keen to get involved and they have been very supportive in helping to promote the campaign on social media.

“We have already had some great feedback.”

Last year Hospitality Action spent almost £600,000 supporting 1,790 people in need.