Created on the hit “It's on you”, and starring the great Damian Betular, ATMA, together with the agency Anita&Vega, present a 360 campaign that invites consumers to learn how to cook with the microwave.

Through the entire alphabet with names of just some of the hundreds of recipes that can be cooked in an ATMA microwave, the campaign seeks to remove this appliance from its role of defrosting and heating, showing the infinite possibilities that this ally in the kitchen has to offer us.

Marcelo Romeo Marketing, Communication and Press Manager of ATMA points out "Cociná con Todos las Letras is a communication proposal that seeks to inform and teach about the functionalities of the microwave. As leaders of the category we point out the multiple functionalities to optimize the use of the appliance. Atma's link with its users is close and trustworthy; we have always been in Argentine homes. The foodie tone is a characteristic hallmark of Atma and in this campaign we deepen that line with the help of Damián “Betular”.

For his part, Alvaro Mainero, Head of the ATMA Microwave business category, adds "the microwave oven is one of the most efficient and useful appliances in the kitchen, with which you can defrost, cook, brown and gratin in a few minutes in an easy, fast and safe way. Atma offers the market a complete line - with models of different sizes, liters and functionalities - to respond to the needs of different users."

The campaign will be carried out comprehensively with a 46” audiovisual piece as the main course, from which a radio jingle, Betular video-tips, communication through social networks, graphic pieces, PR actions, POP material, among others will be released.

Anita Rios, co-founder of Anita&Vega, points out "rarely does one get the chance to use a super band and a celebrity of Betular's stature in the same piece. We are happy with the final result, and with the digital potential that this campaign can have."