“Mmm! To Your Taste…” is a B2C campaign by the National Card and Payment Scheme, targeting all active users of bcard e-vouchers. The campaign celebrates freedom of choice and authentic local flavors by combining attractive prizes, inspiring culinary content, and a strong presence across both digital and physical channels.

The campaign builds an emotional connection with the bcard e-voucher brand by emphasizing its Bulgarian identity and encouraging more frequent use of electronic meal vouchers. With nationwide reach, the initiative has been designed as a sustainable, long-term campaign.

As part of the campaign, Maria Zhekova created a series of inspiring videos featuring authentic Bulgarian recipes that showcase the richness of the country’s culinary heritage and the connection between tradition, flavor, and personal choice. Through this content, bcard e-vouchers reinforce their positioning as the Bulgarian electronic meal voucher—closely connected to the everyday lives and values of their users.