The World's 50 Best Restaurants 2019

Since 2002, The World’s 50 Best Restaurants has reflected the diversity of the world's culinary landscape. The annual list of the world's finest restaurants provides a snapshot of some of the best destinations for unique culinary experiences, in addition to being a barometer for global gastronomic trends.

Objective

To drive coverage for The World’s 50 Best Restaurants awards list and its voting system, as well as the line-up of consumer and industry events taking place in Singapore for the first time.

Strategy

  • Through a collaboration with The World’s 50 Best Restaurants’ international public relations agency, Food News disseminated news releases every fortnight to build anticipation for the impending awards.
  • Story angles that cast a spotlight on past restaurants and chefs on the list, as well as thought-leadership pieces were pitched to the media.
  • International and local media were offered exclusive opportunities to meet and interact with the world’s best chefs at key events such as the Media Roundtable, #50BestTalks, Masterclasses and Chef’s Feast throughout the week.
  • An exclusive one-on-one interview with the No. 1 restaurant was offered to an international news agency immediately after the awards.
  • A press conference was organised immediately after the awards to enable the media to obtain first-hand information and file their stories on the same night.

Results

450

Trade Attendees

70

Media and Influencer Attendees

S$16.8 Million

Worth of Publicity

2,218

Media Features

CURE

CURE, which in Latin (curare) means ‘to take care of’, is one of the first to introduce the concept of bistronomy to Asia. Since its opening in 2015, Chef Andrew and his team have dedicated themselves to offering a true bistronomy experience with the restaurant’s welcoming atmosphere and expressive, exceptional food that puts quality ingredients at the forefront.

Objective

With Keong Saik Road losing its appeal and given the intense competition in the restaurant sector, Food News was tasked to put CURE and Chef-Owner Andrew Walsh back in the spotlight, so as to drive renewed interest for the restaurant.

Strategy

  • Food News positioned Chef-Owner Andrew Walsh as a thought-leader by marrying his commitment to zero-waste cooking and his love for vegetables.
  • Media and influencers were invited to the restaurant to sample his new menus, which also included a vegetable-forward prix fixe option.
  • Story angles that focused on Chef Andrew’s zero-waste cooking philosophy and his innovative vegetable menu creations were pitched to the media.
  • “Scrappy Suppers”, an event which gathers the trade for a monthly supper prepared with kitchen leftovers was launched in support of the zero-waste initiative.

Results

S$207,423

Worth of Media Coverage

54

Media Features

Superfoods Peru

To spotlight well-loved staples from Peru under the Super Foods Peru label, PROMPERÚ, an agency responsible for the promotion of Peru in exports and tourism, organised a month-long restaurant campaign in two key markets: Singapore and Thailand. Limited-time menus were created in collaboration with OLA Cocina Del Mar (Singapore) and Above Eleven x Tortilla Quemada (Bangkok, Thailand).

Objective

Strategy

  • As the lead agency, FN managed the overall project timeline, client liaison and public relations in Singapore. The team also worked closely with a Thai public relations agency partner to rollout the campaign in Bangkok.
  • Both agencies were in charge of securing a suitable restaurant partner for the campaign, and liaising with the restaurants to create the limited-time menus using Peruvian produce.
  • Key media from both cities were invited to the respective restaurants to sample the menus. This was followed by a desktop dissemination of a press release to announce the start of the campaign.

Results

S$179,000

Worth of media coverage in Singapore and Thailand
Client shared an increase in quarterly sales of Peruvian produce, though actual numbers cannot be shared due to sensitivity.

Lockdown Artists

Perrier is one of the world’s most iconic natural sparkling mineral water brands, enjoyed in more than 140 countries, in five continents. The iconic green bottle and slim cans are recognised around the world as the number one sparkling mineral water.

Objective

To reinforce Perrier’s brand pillars across art and mixology while driving support for The Food Bank Singapore, which was facing a shortage of food supplies for the needy at the height of the pandemic.

Strategy

  • FN designed Singapore’s first online art auction during the first circuit breaker, in collaboration with Singapore’s leading bartenders and chefs turned artists.  
  • The talents were invited to donate their art pieces, created during the circuit breaker, to raise funds for Food Bank Singapore. 
  • The online art auction was held on Perrier’s Facebook page and hosted by popular DJ Maddy Barber. As part of the auction, Maddy interviewed each artist to find out their inspiration behind each art piece, while inviting viewers to send in their bids. 
  • Media, influencers and key opinion leaders were also invited to view the auction, to drive support for the initiative. 

Results

S$42,768

Worth of media coverage

S$10,238

Raised for The Food Bank Singapore