Lead Concept / Creative Direction / Art Direction

To modernise the recruitment journey for Mitchells & Butlers, we moved away from traditional application methods to develop ‘Kitchen Trivia’, an interactive, gamified digital experience. The project was designed as a high-energy entry point to entice and filter potential talent, using a fast-paced quiz to test culinary knowledge and kitchen-culture savvy.

This digital-first approach was supported by a suite of social media assets that mirrored the quiz structure, using engaging 'hooks' and direct CTAs to drive traffic from social feeds into the game environment. By replacing the standard ‘Apply Now’ barrier with a competitive challenge, we transformed the candidate journey into a rewarding brand interaction and created a more dynamic recruitment funnel for M&B’s national kitchen teams.