📋 Tender Overview
What does Priceless taste likeIn conjunction with the inaugural New York Times Food Festival on October 56 2019 presenting sponsor Mastercard introduces two bespoke macaron flavors Passion and Optimism in the latest manifestation of its multisensory brand expression. Arriving on the heels of the launch of its first flagship restaurant PRICELESS in New York City it is a sweet extension of Mastercards long history of catering to consumers culinary passions.People expect a lot but sometimes what they dont expect can make a more lasting impression said Raja Rajamannar chief marketing and communications officer Mastercard. With this first taste of Priceless we are pushing our brand into uncharted territory and building on our expertise in creating the most extraordinary and delightful culinary experiences that you can get exclusively with Mastercard.Conceived by Kremart and crafted by Ladure in the colors of Mastercards iconic interlocking circles the two original macaron flavors perfectly embody the key attributes of the companys brand personality as well as its symbol. Passion represents the companys energy and commitment to helping people get closer to the things that they love. And Optimism signifies its confidence and efforts to making the world a better place. Together they champion the brands platform to Start Something Priceless.Kremart conceptualized the flavors through Mastercards responses to the Papillae Questionnaire which is used to translate ones identity into taste. The resulting Priceless macarons are a powerful duo that use the fruits of custard apple and yuzu respectively as the raw ingredients for Passion and Optimism.This flavorful brand expression is the latest evolution in Mastercards multisensory identity and its efforts to create tangible Priceless experiences for its cardholders. Earlier this year Mastercard removed its name from its logo leaving only the iconic symbol of two overlapping circles debuted a global sonic identity thats being heard around the world and reimagined its culinary strategy by opening its first permanent restaurant Bistro by Mastercard in the Rome International Airport and its flagship restaurant PRICELESS with a pioneering fully immersive restaurants-in-residence model at Spring Studios in New York City.Mastercard has long indulged the palates of passionate foodies by creating hundreds of one-of-a-kind dining experiences around the globe. Over the past five years Mastercard has partnered with some of the most pre-eminent global chefs to set hundreds of Priceless Tables in landmark locations worldwide including on top of a billboard in Times Square and inside the American Museum of Natural History in New York City at Christ the Redeemer in Rio de Janeiro and atop Palazzo Beltrami overlooking the Duomo in Milan.
