CREATE
NEW HABITS

Cooking Up Change: Mastercard and Chef Alex Atala's Priceless web series.

In partnership with the Brazilian chef, we launched an initiave to encourage new habits and collective awareness.

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.

Episode 1 teaser

"The project aimed to deliver quality content and a positive message to Brazilians, fostering new habits and priceless moments with their loved ones," says Sarah Buchwitz, Mastercard Brazil CMO.

Check out the playlist with all the 19 episodes

"We're living in a moment that challenges us to create new habits, staying at home with our loved ones, constantly working to change our routines. This partnership with Mastercard is born from the desire to bring comfort and well-being to encourage people to stay united in this delicate scenario," says Chef Alex Atala.

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