In 2020, we all kept saying three words: pandemic, lockdowns and restrictions. None of those terms have gone away this year, but vaccinations have joined them among the COVID-era’s most-discussed topics. Australia’s leaders have been talking about jabs, and stressing the importance of getting vaxxed in helping the country find a sense of normality. Pubs, breweries and denim brands have been discussing them, too, and offering incentives for vaccinated folks. The Melbourne Symphony Orchestra brought up the subject while emphasising that vaccinations are our pathway to doing all the things we love again — and now local hospitality figures are championing the cause while reflecting upon how tumultuous the past 18 months have been for their industry.
The message of the just-launched hospo advertising campaign: “put a jab on the menu”. It’s rolling out across print media, radio stations, TV and websites, and includes a 60-minute ad featuring a long list of well-known names all encouraging Aussies to get the jab. Also featured in the television commercial: oh-so-many empty spaces, all absent of customers during lockdowns.
Figures involved include both chefs and restaurateurs, with Matt Moran, Danielle Alvarez, Neil Perry and Shannon Martinez among the participants — and Maurice Terzini, Anna Ugarte-Carral, Victor Liong, Adam d’Sylva, Jacqui Challinor and Morgan McGlone as well. They all know exactly how the pandemic has been affecting the restaurant business, because they’ve seen their eateries sit empty due to Australia’s COVID-19 outbreaks and the understandable stay-at-home rules, takeaway-only mandates and capacity caps that come with them.
And, alongside the likes of Frank Camorra, Ross Lusted, Munoz Labart, Massimo Mele and Nick Holloway, all of these prominent hospo figures are now asking everyone to roll up their sleeves so they can start welcoming in diners again. Obviously, when the latter happens, that’ll mean you’ll be able to visit the likes of Barangaroo House, Smith & Daughters, The Old Fitz and Nomad in-person — and all the other Aussie restaurants that’ve been impacted during the pandemic.
Check out the “put a jab on the menu” television commercial below:
Guillaume Paddington chef Guillaume Brahimi is helping lead the charge as the campaign’s industry ambassador, and explains that “vaccination is the only way to save our industry and open it up again without restrictions. If we don’t get it done, we’re going to lose some amazing businesses.”
“Chefs and hospitality workers are resilient people — we have to be because what we do isn’t easy at the best of times,” he continues. “Whether it’s a small suburban Thai restaurant, a country pub, a cafe, a 300-seat fine diner, every person who works in hospitality does it because they want to bring happiness to people by service or food… but, regardless of our shared passion, there’s one thing that we can’t overcome — and that’s empty tables.”
You can also view the “put a jab on the menu” television commercial by heading to Vimeo.
Published on August 19, 2021 by Sarah Ward