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Mastercard encourages 'Big Lunch'

Mastercard is lending its support to a new initiative aimed at encouraging a return to community values.

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1 April 2009

Mastercard encourages 'Big Lunch'

The credit card provider will sponsor a concept called The Big Lunch, which was conceived by the Eden Project to bring neighbourhoods closer together for one day on July 19th.

Ben Rhodes, vice president of marketing for the UK and Ireland at Mastercard, told Marketing Week: "We're always doing research around what matters to people to inform our Priceless campaign and we were hearing about communities falling apart and feelings of isolation.

"This lunch is the ultimate Priceless moment."

Mastercard's promotional campaign will include TV and print commercials with the tagline: "Turning your street into a neighbourhood - priceless."

Other sponsors of the event include EDF Energy, the Post Office and Royal Mail.

According to The Big Lunch website, participants are encouraged to cultivate their own food for the meal as part of a secondary Big Grow initiative.

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