Gastronomy has become sexy: open kitchens in restaurants, cooking shows on TV, restaurateurs on podcasts. Sounds like an easy peasy life in the hospitality industry? Not! On the contrary: The employers' association DEHOGA is currently trying to extend the daily working hours from eight to 13 hours. The NGG, the largest union for the hotel and catering industry, is fighting back. That's honorable, but let's face it: unions have a dusty image. Our campaign aims to change that. We show what the NGG really is: the supporter for young employees - reliable and approachable.
Our motto "Du hast es #fairdient" (eng.: You deserve it) gives the people in Germany's kitchens, restaurants and hotels what they deserve: Recognition and attention for their hard work. Our integrated campaign conveys that the hospitality industry can be sustainably fun and fulfilling - with fair conditions.
We connect with the young target group in their everyday life: Through campaigns directly at the workplace, Out of Home in five major cities and through specific ads on social media. Our Fairdient website is the workers' mouthpiece. Here, their wishes for the future of the industry are given a voice - and they learn how the NGG supports them in this.
Overtime in the catering and hotel industry - at first glance, not a particularly attractive topic. Our #fairdient campaign succeeded in generating a positive spin and a huge response: countless people affected raised their voices and were heard. The NGG's concern is a topic on all social media channels with almost 1 million impressions and in media from trade journals to Süddeutsche, from regional newspapers to WELT. The voices are getting louder and louder and 120 of them will be handed over with their arguments to the responsible politicians at the climax of the 2020 campaign.