Building a global movement for everyone in hospitality
Building a global movement for everyone in hospitality
Running social media channels for this international movement co-founded by Unilever Food Solutions, our brief was to grow the #FairKitchens social community and open a conversation on working conditions in hospitality.
For the first two and a half years of this movement, since June 2019 we have brought together 27,000 chefs and hospitality professionals intent on developing a healthier, more sustainable kitchen culture. Community members learn from each other through Instagram, Facebook and LinkedIn content, alongside online events and training.
As an inclusive movement, #FairKitchens creates space for hospitality professionals committed to treating people fairly to share their practices, so others can reflect and learn from these experiences. Curating content is a constant balancing act to ensure diverse representation and bold, actionable insights.
Authentic influencer relations being a key part of the job, we have worked with more than 160 chefs, hospitality workers and experts covering everything from mental health to leadership. We’ve brought their experiences to life by creating posts, Instagram Live videos, and blogs, tapping into their networks to spread the word.
In our first year we grew the community tenfold, exceeding KPIs by more than 100%. Every year, since we have exceeded new follower targets on each platform.
In 2021 #FairKitchens launched an online leadership training programme, ‘Leading a Fair Kitchen’. We ran the social media aspects of the global launch and the UK media relations, securing articles and interviews with a combined online readership of 275million.
Our work with #FairKitchens has been a privilege, and a truly collaborative journey in nuanced messaging, influencer relations and sensitive community management.
“Our team at FUGU is always willing to do what it takes. I appreciate their honest, open consultancy, which is based on evidence and reasoning. They are more like an extension of our team than an agency relationship.”
Clare Stroud, Global UFS Brand Manager and #FairKitchens Lead
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