Hospitality Rising is a collaborative movement dedicated to creating the biggest hospitality recruitment advertising campaign the world has ever seen.

Led by ex Pret a Manger and YO! Sushi marketer, Mark McCulloch, it’s a coalition of progressive businesses who are passionate about working together to attract new talent to the sector, while also shining a light on exemplar employers and raising the bar for employee experience across the industry.

Hospitality Rising has already raised over £200,000 pre fundraising launch from a range of companies including Côte, Peach Pubs, Wild Flor, Butlin's, Rhubarb Hospitality Group, Hilton, Buzzworks, Pizza Pilgrims, Wahaca, Arc Inspirations, Loungers, Coal Shed, Marugame Udon, Hawksmoor, Punch Pubs and PizzaExpress.

The campaign has also secured £250,000 worth of pro bono creative strategy time and concept development from a clutch of top agencies via the Institute of Practitioners in Advertising, led by Julian Douglas.

McCulloch said: "The support we've had from the industry and some of our marketing contacts has been amazing. We now need to raise enough money to really land a high profile that will both attract people back into the industry or make those who haven't considered our sector as a viable, exciting, creative and rewarding career."

Kate Nicholls, chief executive of UKHospitality, added: "We're very pleased to be working closely with Mark and Hospitality Rising to develop and promote a comprehensive campaign to address chronic labour and skills shortages in the hospitality industry with a range of short and long-term plans, and in particular to raise awareness of the need for all-important campaign funding. It has our full backing and we're excited to see such early and positive momentum."

Find out more here: hospitalityrising.org