A new social series spotlights creators visiting local restaurants. Mastercard aims to drive awareness and bring more small businesses into its network. Industry experts weigh in on the strategy.
Mastercard's latest move: an episodic social series that puts foodie creators at the center of its small business outreach. The initiative features creators visiting lesser-known restaurants in multiple U.S. cities, highlighting both the culinary offerings and the entrepreneurs behind them. Each featured business receives a $10,000 grant, positioning the campaign as both a brand awareness tool and a growth channel for Mastercard's ecosystem.
Ginger Siegel, Mastercard's small and medium business lead for North America, described the series as a core part of the company's strategy to increase discoverability and consideration among small businesses. By focusing on under-the-radar restaurants and leveraging the reach of creators like Nicolas Nuvan, Mastercard aims to generate buzz and drive more businesses to engage with its services.
Industry observers and creator marketing experts consulted for the campaign see this approach as a way for brands to tap into the power of the creator economy. The series not only amplifies local businesses but also positions Mastercard as a partner invested in their growth. This creator-led strategy reflects a broader trend of brands seeking authentic engagement and measurable impact through social content.
The move comes as other major players in the creator economy are also expanding their influence. For example, Accenture Song recently acquired Whalar, a deal that brings new creator engagement tools to the consulting giant's portfolio and signals a shift in how brands approach influencer partnerships. More on this development can be found in this report on Accenture Song's acquisition of Whalar.
