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

S$840,000

Worth of media coverage in three months

3,568

Media features

Over 250 international and local media in attendance, across The World’s 50 Best Restaurants’ calendar of events.

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$210,000

Worth of media coverage in six months

178

Media features

Key media features include CNA Lifestyle, The Straits Times, The Business Times, Lianhe Zaobao, Michelin Online, Epicure and Singapore Tatler.

Four Pillars Gin

Award-winning modern Australian gin brand Four Pillars elevates the craft of distilling and is poised for further growth in Asia’s established and up-and-coming drinks markets.

Objective

To strengthen Four Pillars’ presence amongst trade and consumers in Singapore, and to heighten awareness of its partnerships with Asia’s 50 Best Bars 2019 and Singapore Cocktail Festival 2019.

Strategy

  • To spotlight Four Pillars’ partnership with Singapore Cocktail Festival and Asia’s 50 Best Bars awards, Food News introduced a Four Pillars x Asia’s 50 Best Bars consumer bar tour during Singapore Cocktail Festival.
  • Media and influencers were invited to experience the bar tour to create opportunities for media and social media exposure. The tour was introduced as part of Singapore Cocktail Festival’s official events calendar, allowing Four Pillars to garner publicity related to Singapore Cocktail Festival and Asia’s 50 Best Bars awards.
  • Food News also leveraged on the Australian Gin Open organised by Four Pillars by inviting trade media and key opinion leaders to attend and report on the finals held in Singapore.

Results

S$69,000

Worth of media coverage in six months

91

Media features

Key media features include The Business Times, Wine & Dine, SG Magazine and Esquire.

Westholme

Born wild and raised on some of Australia’s most iconic cattle stations, Westholme is proud to be part of Australia’s agricultural heritage. From station to plate, the Westholme Experience aims to showcase the craft of creating memorable dining experiences and unique flavours that tell the story of their heritage, stations and people.

Objective

To create awareness for Westholme and to drive interest for alternative cuts amongst chefs and consumers.

Strategy

  • Food News designed a one-month campaign titled ‘A Cut of Freedom’, advocating the freedom to use alternative cuts in kitchens. The campaign also allowed Westholme to showcase the brand in eight leading restaurants in Singapore.
  • Media and influencer tours were organised across participating restaurants to create opportunities for media and social media exposure.
  • A social media contest was introduced as part of the campaign – the restaurant that garnered the most number of posts on their Westholme dish featuring the campaign hashtag #ACutOfFreedom stood to win a visit to Westholme stations in Australia.

Results

S$200,000

Worth of media coverage in six months

125

Media features

Key media features include Singapore Tatler, Robb Report, Lianhe Zaobao and thehoneycombers.com.

Over 100 campaign posts by consumers and chefs across Facebook and Instagram.