In the culinary adventure MasterChef we realized a multiplatform brand integration of the main message of our partner Mastercard - "The priceless Bulgarian tastes in the hands of the future." A message developed in the cause of educating a new approach to child nutrition and connecting the points of contact between innovation, the future, technology, creativity - highlights in the brand's business, which we translated into MasterChef through invaluable experiences of the contestants, the viewers and society as a whole.

We told a multi-layered story in several episodes of the show through special challenges, in exclusive content for the digital environment and engaged the jury members as ambassadors of the cause of handing the tastes of the past into the hands of the future.

Building on the intriguing positioning on TV, we developed an invaluable experience specifically for the digital environment with the participation of the MasterChef jury. Chef Silvena Rowe and chef Andre Tokev visited the School of Tourism and Hospitality Management in Velingrad and fulfilled the dream of two of the children who study there to participate in a special masterclass on TV with Chef Rowe and her mother.

In addition, both Chef Tokev and Chef Rowe prepared 1 thematic digital masterclass with their own special reading of the "New Bulgarian Children's Menu" prepared as part of the format, and in addition committed themselves as ambassadors of the cause in their profiles on social networks (Facebook and Instagram).

The campaign is to be developed in two more exciting activities with the special participation of chef Petar Mihalchev and chef Silvena Rowe, who promise to upgrade the campaign and provide users with an invaluable experience with Mastercard. 

CLIENT: MASTERCARD BULGARIA

BRAND: MASTERCARD

SEASON: SPRING / AUTUMN 2020

CHANNELS: bTV, bWEB, SOCIAL MEDIA AND OFFLINE CHANNELS OF COMMUNICATION WITH MEDIA FACES

AGENCY: DENTSU AEGIS, MCCANN