While the hospitality industry offers incredible career diversity, it continues to face a critical shortage of young talent. Working with Berlin Food Week, we set out to disrupt this trend by showcasing the modern professional kitchen as a space of creativity, craft, and ambition.
Under the banner "Gönn dir Gastro," we moved beyond traditional recruitment and launched a series of 20 immersive workshops in Berlin’s most iconic restaurants. To reach Gen Z on their own terms, we partnered with hyper-local TikTok creators who acted as authentic scouts for the industry. These influencers didn't just promote the event; they shared their own hands-on experiences, documenting the energy of the kitchen in real-time. We then amplified this creator-led storytelling through strategic Spark Ads, ensuring the content dominated the feeds of the right demographic and built lasting brand equity for the festival.
The campaign achieved over 1 million views across 14 high-engagement content pieces. By speaking the language of the target audience, we successfully repositioned the hospitality sector as an aspirational career path for the next generation of culinary talent.
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