The Food and Drink Federation's careers campaign is going digital in an attempt to dispel the myth that a career in the food and drink industry is "all hairnets, wellies and production lines".

Aimed at 16 to 18-year-olds who are considering or have finished A-levels, a ­degree, further education or apprenticeships, the campaign will use social media to showcase video sketches of the industry at work.

It is being developed with digital agency Glow Labs and will be launched at The Big Bang Fair for young scientists and engineers in Birmingham in March next year.

The digital campaign, part of the FDF's ongoing Taste Success A Future in Food careers campaign, would showcase the diverse career opportunities on offer as, for instance, product developers, food scientists, confectionery apprentices or brand managers, said FDF director of communications Terry Jones.

"The target audience is a very challenging age group to reach and they are demanding more and more from their social media activity," he said.

"The food industry is a great place to work. Researching, developing, creating and marketing new products is something many people would consider a dream job, but we need to get the message out that these roles are available and attract more people to our industry."

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