Masterchef Dhruv Baker champions The Big Lunch

Subsequent to the success of the inaugural event in 2009, MasterCard is once again a title sponsor of The Big Lunch – a community enhancement project initiated by The Eden Project to be staged throughout the country on Sunday, 18th July.

MasterCard’s dedicated Priceless Planner website - mastercard.co.uk/thebiglunch - launched on Tuesday, 29th June, contains a host of delicious meal and drink recipes as well as décor, entertainment and safety tips.

A downloadable Dhruv Baker application is incorporated into the website which, when activated, pops up daily with chatty up-dates and ideas. The collection of recipes are the first to be created and published by the rising star since he won the closely contested competition broadcast on the BBC in April this year and watched by over five million viewers.

The Big Lunch encourages people across Britain to organise and host their own lunch events in their neighbourhoods (in streets, community halls or private homes), bringing together the diverse members of urban and rural neighbourhoods to promote a greater sense of community.

Dhruv Baker comments: “I’m thrilled to be involved in The Big Lunch as MasterCard’s Ambassador as the project embodies so many worthwhile objectives. I’ve enjoyed coming up with recipes for the new Priceless Planner website which I think will be easy to prepare and suitably impressive – and there’s really something there for all taste buds.”

MasterCard’s Head of Brand Marketing in the UK and Ireland, Ben Rhodes, commented: “This is the second year MasterCard has supported The Big Lunch and we’re delighted to be behind it again. Furthermore, with Dhruv’s involvement this year, we think it will be even more successful. He’s created some great recipe ideas which even the most inexperienced cook can master – and what could be more fun than getting together with friends and neighbours for a few Priceless moments of a Sunday?”

Tim Smit, CEO of The Eden Project, added “The best part of a million people across the land sat down last year on one day to have lunch with their neighbours, with over 85% of them saying that they feel a real difference on the street. When people take the idea for themselves, our belief is that you won’t be able to stop it and The Big Lunch will become a permanent date in the calendar.”