GastroSuisse launches industry campaign with Grandits, Oskan and Caminada
With its «Hosts of Switzerland» campaign, GastroSuisse aims to address the shortage of skilled workers and strengthen the image of the hospitality industry. The project is supported by three well-known figures from the Swiss restaurant industry.
Tanja Grandits, Elif Oskan and Andreas Caminada are working with GastroSuisse on an industry campaign. Entitled "Hosts of Switzerland", the initiative is aimed at professionals in the hospitality industry, who are asked to express their enthusiasm for the profession in short videos. The aim of the campaign is to showcase the positive spirit of the hospitality industry and thus attract new skilled workers. The videos are distributed via the Instagram channel @hostsofswitzerland, which serves as a digital stage for the diversity and emotionality of the industry.
At the heart of the campaign is the personal appeal of the three award-winning restaurateurs: "Our industry is so much more than just any job - it is passion, ambition and creativity, driven by the desire to bring joy to others." With this message, the campaign aims to show what the hospitality industry is all about and why it is worth being a part of it.
The figures underline the relevance: According to GastroSuisse, the hospitality industry in German-speaking Switzerland alone has over 20,000 establishments and more than 178,000 employees. In addition to its economic importance, the campaign also emphasizes its social value - for example as a place for encounters, relationships and shared experiences. According to a survey conducted by OpenTable in 2016, eating together in a restaurant is a formative relationship element for many couples.
However, the campaign not only aims to celebrate, but also to address a tangible challenge: the shortage of skilled workers. "Hosts of Switzerland" relies on emotional authenticity to convey a positive image of the professional world. GastroSuisse President Beat Imhof says: "We are delighted to be working with Tanja Grandits, Elif Oskan and Andreas Caminada. They have the charisma to credibly convey their genuine passion for the hospitality industry."
The participants explain their motivation in personal statements: for Andreas Caminada, it's about "creating places that are special for guests and employees". Elif Oskan describes cooking as "emotion - and it goes straight to the heart". And Tanja Grandits appreciates the diversity: "I love how different tastes, traditions and people come together to create something new."
Participation in the campaign is low-threshold: contributions can be submitted via Instagram or email, and collab posts or story mentions are also possible. GastroSuisse sees "Hosts of Switzerland" as a joint project that strengthens the industry from within. Imhof summarizes: "Whether vegan snack bar, country inn or luxury resort - we are one industry and have one common goal: to create unforgettable experiences."
Responsible at GastroSuisse: Nikolaj März, Strategic Project Manager; Milena Hofer, Head of Marketing. Responsible at Team Farner: Overall management and creative direction: Farner, production: jim & jim, social campaign: BlueGlass.
