Bagels of Berkeley makes childhood dreams come true for Roast & Host
For many kids, cooking, serving, or even running their own restaurant is a little dream. As part of a social media campaign for Roast & Host, Bagels of Berkeley is bringing those dreams back to life.
Recently, the City of Zurich Gastronomy Association launched the "Roast & Host" training company (Markt-kom.com reported). The project has been running since spring 2024, and the first apprentices started in the summer.
In order to publicize the offer, Bagels of Berkeley has initially designed and implemented individual content for the restaurants as well as the Instagram channel @roastandhost was launched. Now, as part of the ongoing application process for 2025, a campaign has been launched that focuses on childhood memories. Although children are often fascinated by careers in the hospitality industry, this fascination unfortunately often wanes later on when it comes to choosing a career.
"POV: You are living your childhood dream"
So, in order to bring back this joy from earlier times and also to strengthen interest in gastronomy, the four videos produced, which were played out organically on Instagram. The videos play with aesthetic shots of the kitchens of Roast & Host restaurants and also show how today's learners used to play in the children's kitchen.
Influencers wield the wooden spoon
In addition to the assets developed by Bagels of Berkeley itself, the agency also engaged two food influencers. @Thispronto and @Noahbachofen created entertaining content pieces for Instagram and TikTok, in which they looked back on the beginnings of their cooking careers and drew attention to the new training concept.
According to the social media agency, over 140,000 views on Instagram and over 100,000 views on TikTok were achieved with all assets and the two influencers without a media budget.
Responsible at Roast & Host: Claudia Wartmann, Florian Ilmer, Nicolas Kern. Responsible at Bagels of Berkeley: Lara Zehnder (Copywriter & Storyteller), Ramon Osti (Social Consultant & Producer), Kevin Hy (Video & Photo Producer), Marco Klein (Senior Motion Designer & AI Artist), Monia Rosenow (Trainee Video Producer), Luciano Hagge Dias (Digital Business Director). External Partners: Oluyomi Scherrer, Noah Bachofen, Biba Model Management.
