TOH, PRCO Group’s lifestyle agency, was appointed in 2022 by Middle East & North Africa’s 50 Best Restaurants to announce the inaugural awards programme in Abu Dhabi in the UK, Italian, French, German and Russian markets. The agency remains retained to date.

The World’s 50 Best Restaurants
The World's 50 Best

The objective of the campaign is to secure exemplary coverage across leading international F&B, hospitality and lifestyle print, online and broadcast media.

In 2023, TOH invited and hosted media and influencers from 19 Middle Eastern countries for the awards ceremony. Tactical delivery included strategic advice, traditional media and influencer relations and the proposal of relevant brand partnerships.

The team also organised and secured 10 one-on-one media and radio interviews with senior management in the run-up to the awards. TOH delivered strong media attendance over the four-day programme of events, including interviews with 50 Best international chefs and former award winners, as well as the individual winners of the Foodics Icon Award, One To Watch and Best Female Chef.

The TOH team attended and managed all international media across masterclasses, meet-the-chef events, press conferences and the awards ceremony itself. 50 media were secured to attend the awards, leading to over 30 exclusive interviews being conducted.