Mastercard constantly strives to offer its consumers opportunities to start what is priceless. With this purpose in mind, we created a unique partnership with Chef Alex Atala during the outbreak of the first waves of COVID-19 in the country and as an alternative to the period of social isolation. The chef starred in a web series of 19 free episodes to encourage people to develop new habits. The videos that went beyond recipes and culinary techniques brought entertainment and information about conscious gastronomy, sustainability, and well-being and fostered a connection with consumers.
The initiative was part of the campaign "Start new habits, start something priceless," where the company expanded its efforts to connect people to meaningful possibilities when they had to keep social distance, offering better ways to handle their daily lives and purchases.
Every week, a full episode and a short video with an additional tip related to the previous piece were launched. The videos were available on Mastercard's and Chef Alex Atala's YouTube channels.