Time Out last week launched The Top 2%, a new editorial platform celebrating outstanding restaurants across the UK.
Bringing together 200 restaurants selected by Time Out's expert food editors, The Top 2% is designed to help food lovers discover some of the very best places to eat across England, Scotland, Wales and Northern Ireland - from neighbourhood favourites and family-run institutions to destination dining and some of Britain's most exciting chefs.
Created by Time Out in partnership with digital bank Chase, with WPP Media leading the strategic and media planning, the campaign spans print, digital, social, CRM, vodcast (video podcast) and video, celebrating the people, places and dishes shaping Britain's dining scene today, says the publisher.
Leonie Cooper, food & drink editor at Time Out, said: "Time Out has always helped people discover brilliant places to eat, and The Top 2% is our most ambitious celebration of Britain's restaurant scene yet. From neighbourhood institutions to destination dining, it's a guide to the places we genuinely believe every food lover should know about. We hope it inspires people to discover somewhere new, revisit an old favourite and celebrate the incredible talent behind Britain's hospitality industry."
At the heart of the campaign is The Top 2% Guide - a 64-page limited-edition print publication showcasing Time Out's all-time favourite restaurants across every region of the UK. More than simply a list, the guide features exclusive editorial storytelling, chef interviews and recommendations from Time Out's food experts, creating the ultimate companion for anyone passionate about eating well, the publisher continued.
Alongside the print guide, Time Out says it is launching an always-on digital hub that will continue to evolve throughout the year with seasonal restaurant round-ups, curated recommendations and fresh editorial content.
For the first time, 200 restaurants across the UK will also receive Time Out Recommends stickers, added Time Out, recognising them as part of the country's Top 2% and helping diners discover outstanding places to eat wherever they are.
The campaign will also introduce Table for 2%, a brand-new vodcast series bringing together some of Britain's most exciting chefs and restaurateurs over meals at restaurants featured in the guide. Across eight episodes, guests will share industry insights, favourite dishes, career stories and their thoughts on what makes a truly memorable dining experience.
Throughout the campaign, Chase will be positioned as the ideal companion for discovering great food, highlighting how customers can get more from their money with 2% cashback on everyday card spending with Chase, including at restaurants, cafés and on takeaways, as well as groceries, fuel and everyday transport, says Time Out.
Tamsin Weir, partnerships & digital solutions director at Time Out added: "Consumers don't separate content from experiences anymore, and neither should partnerships. The Top 2% brings together trusted editorial, premium storytelling and brilliant food experiences in a way that feels useful to our audience. We're proud to have brought it to life with Chase and WPP Media, celebrating the very best of British dining while creating a platform that will continue to grow well beyond launch."
Deborah Keay, chief marketing officer at Chase, said: "People create some of their best memories around food. Whether it's discovering a neighbourhood café, celebrating over dinner or planning a weekend away around a great restaurant, we're delighted to partner with Time Out, helping more people to earn 2% cashback when they dine out.”
Holly Carters, director at WPP Media UK, added: “This campaign is a great example of what a strong partnership can do when it starts with something genuinely useful for the audience. Working with Chase and Time Out, we wanted to create a platform that felt credible, engaging and easy for people to use. It gives food lovers fresh reasons to discover brilliant restaurants across Britain, while connecting naturally with Chase’s role in helping customers get more from everyday moments."
According to Time Out, the campaign launches with:
- The Top 2% Guide - a 64-page premium print guide (20,000 limited-edition copies)
- The Top 2% Digital Hub - featuring the UK's 200 best restaurants plus monthly themed guides
- Time Out Recommends stickers displayed at all 200 featured restaurants
- Table for 2%, an eight-part vodcast series filmed inside restaurants featured in the guide
- An ongoing programme of editorial features, social content and newsletters celebrating Britain's best dining.
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