FDF launches digital campaign to inspire youth careers in food manufacturing

FDF: inspiring careers in food

FDF: inspiring careers in food

The Food and Drink Federation (FDF) has launched a digital campaign aimed at inspiring 16-18 year olds to consider a role in food and drink manufacturing. 

The Taste Success campaign includes three YouTube videos featuring young food heroes, created by digital agency Glow Labs.

According to Glow Labs, the videos are designed to add more than a pinch of humour to the mix and put fun and vibrancy back in to a career in food and drink (one of the UK’s great manufacturing success stories). 

The videos are supported by an interactive campaign page and Facebook app, where food lovers can assess if their favourite flavours are ‘sexy’ while picking up some more information about careers in the industry. 

The project has been commissioned as part of the Food and Drink Federation’s wider Taste Success – A Future in Food campaign, which aims to drive interest in careers in the food and drink manufacturing industry, which faces a 137,000 shortfall in personnel by 2017.

Glow Labs’ managing director, Mayur Upadhyaya, said: “As a team we are hugely proud of this campaign, not only does it highlight our integrated work as an agency, but it’s for a fantastic scheme.

“Food science and technology is not only lucrative and hugely important for the UK economy, but the industry will also be called upon to address some of the biggest global problems future generations will face, like adapting to a changing climate and feeding and ever more populous planet.”

Retail Times readers can view the three YouTube videos here:

Alongside the videos, there is a Facebook app (http://bit.ly/SexyFood) and campaign landing page (http://bit.ly/fdftastesuccess) which provides more information on a range of careers on offer in the industry.