The Hospitality Rising campaign will launch its content in September after hitting the £700,000 fundraising milestone, and will continue fundraising with the aim of taking the campaign past its three-month launch phase, founder Mark McCulloch tells MCA.

The recruitment campaign targets young people with digital content to improve recruitment and help the sector tackle the staffing crisis, with investors including Revolution Bars, Pizza Pilgrims, and Punch Pubs. It has also been supported by industry bodies including UKHospitality, the British Beer and Pub Association, and the British Institute of Innkeeping.

Its primary target is people under 30 working entry-level jobs.

“We had to prioritise, but we want to target everyone as the money comes in,” McCulloch says. “The campaign line is ‘rise fast, work young,’ which is about progression and attitude rather than age.

“We want to be as open and inclusive as we can be.”

The “digital-forward” campaign will run on a variety of platforms including TV and TikTok as well as media partnerships with newspapers. Content will aim to improve the perception of hospitality as a choice of profession.

“We’ll do the initial three-month run and take it from there,” McCulloch says. “We’re focusing on the largest employers and biggest suppliers in the industry to get them on board.

“It will take patience and time. If we do it once and that’s it, we’ll be back to square one.

“It’s a new way for us to bring new blood into hospitality.”