ABOUT

167 Catering Support Regiment RLC is the British Army’s only Army Reserve unit specialising in catering operations. The regiment supports training exercises, humanitarian deployments and military operations, often in demanding and remote environments.

THE BRIEF
They approached us to create a recruitment campaign film that could authentically represent life as a reservist, challenge assumptions about catering roles within the Army, and encourage the right people to consider joining the regiment.

The brief was clear. This needed to feel credible to serving personnel and compelling to potential recruits, without slipping into recruitment cliché or staged messaging.

OUR APPROACH
We proposed a people-led creative treatment built around real voices and lived experience. Rather than scripting a message for contributors to repeat, we shaped the film as a self-authored narrative, allowing reservists to describe their role, motivation and training in their own words.

To achieve this, we embedded our crew with the regiment during training in the Brecon Beacons. This allowed us to observe, listen and film in context, capturing interviews alongside live exercises to create a fly-on-the-wall documentary style that reflects the reality of reserve service.

This approach mirrors how we work across public service and purpose-led organisations. Trust is built when people speak honestly, and when the environment they operate in is shown, not explained.

THE OUTCOME
The finished film provides the Army with a grounded, credible recruitment asset that reflects both the professionalism and the camaraderie of the regiment. It is used across Army Jobs social channels and at recruitment events, where authenticity and clarity are essential to attracting committed candidates.

By focusing on people rather than promotion, the film supports long-term recruitment objectives by helping potential reservists understand what the role really involves, and whether it is right for them. The format also creates a foundation that can be re-versioned for future campaigns as recruitment priorities evolve.