The Bear follows Carmen “Carmy” Berzatto, a young, award-winning chef who returns home to Chicago to run his late brother’s small sandwich shop. Used to the discipline and precision of fine-dining kitchens, Carmy finds himself overwhelmed by chaos, financial struggles, and the emotional toll of leadership.

The series dives deep into the stress, exhaustion, and mental pressure behind restaurant work — showing that the pursuit of culinary excellence often comes at the expense of well-being, teamwork, and quality of life in the kitchen.

This makes it the perfect backdrop for a campaign that shifts the focus from how good the food looks to how healthy the environment is for the people who make it.