Mastercard has collaborated with Kuwaiti chef Khaled Al Baker on a four-episode docuseries where he teams up with aspiring young chefs to bring their imaginative dishes to life.
Titled Dishes Served with a Side of Wonder, Mastercard’s new campaign aims to build experiences that go beyond transactions and turn everyday moments into something memorable.
“Food has a unique ability to bring people together and tell a story,” said Erdem Çakar, country manager, Qatar and Kuwait, Mastercard. “At Mastercard, we’re always looking for new ways to enrich our cardholders’ lives, helping them connect with what they love.”
The campaign is part of Mastercard’s wider ‘Priceless’ platform, and hopes to continue the brand’s efforts in shaping how people experience it in meaningful ways.
“Partnering with Chef Khaled to bring young Kuwaiti children’s creations to life and celebrate their imagination through food has been truly priceless. This initiative reflects our commitment to curating moments that inspire, connect communities, and foster a sense of pride in local culture,” said Çakar.
The partnership culminated in a series of communal dinners held at Al Shaheed Park in Kuwait City, where Mastercard and Chef Khaled hosted a mix of consumers, influencers and representatives of partner banks. Guests were treated to creative reimaginings of beloved Kuwaiti dishes, like the playful Enchanted Basboosacake and Zuhal Machboos, a cosmic twist on the classic machboos, the national dish of Kuwait.
“We’re at a time when Kuwaiti cuisine is growing, evolving and gaining recognition on the world stage,” said Chef Khaled. “This partnership with Mastercard allows us to honor our culinary roots while introducing innovative ideas that connect people to their love of food in new, meaningful ways. It’s about engaging with the future generation of leaders to share their inspiring ideas through food, and I’m excited to be a part of it.”
The docuseries and a wrap film are now available on Mastercard’s Priceless website, offering viewers a front-row seat to the magic that happens when creativity, culture and culinary passion come together.
Credits
Mastercard team:
Ana Indjic, Marketing Director, Qatar & Kuwait cluster – campaign lead
Henry Windridge, Content & Media Director, EEMEA
Jandre Nieuwoudt, Communications Director, East Arabia
Agencies:
FP7 McCann – Lead agency, strategy & creative
Blink Experience – Lead agency, event & activation
Carat Dentsu – Media
Publicis Sapient – Social media
Weber Shandwick – Comms & PR
