Gordon Ramsey faces chefing hell in Burger King TV ad

Gordon Ramsey’s reputation for culinary excellence gets deep-fried in a new Burger King UK ad, designed to show that the fast-food chain’s latest creation, The Wagyu burger, is so good that they do not need him to go anywhere near it.

The “Not Made By Gordon” integrated campaign has been produced by BBH in-house production company Black Sheep Studios and features films directed by Artur Wolgers and out-of-home photography by Mark Peckmezian.

Born out of a desire to highlight Burger King’s quality credentials, the campaign showcases the chef’s failed attempts to get involved with The Wagyu’s creation as he is consistently kept out of the kitchen.

First up, Ramsey is seen at a drive-thru, handing over the new burger. When asked whether he had made it, the potty-mouthed chef is forced to admit he didn’t. Then after much soul-searching and self-motivation in the car park, Ramsey heads to the kitchen, where Burger King staff are preparing The Wagu. As he tries to chip in, he is given short shrift; to add insult to injury, he is called Jordon and then Gregg.

The idea is that the burger is so good, it tastes like it could have been made by a world-class chef…just not Ramsey.

While the films show Ramsay’s mission to make the burger, the OOH executions flag up the burger, with a “longing” Ramsay just out of frame – a tease of what could have been.

The campaign will run across TV, print, out of home and radio, with Walk in Media handling media-buying.

Burger King UK chief marketing officer Katie Evans said: “We’re celebrating the launch of our most gourmet burger yet, The Wagyu. So good you’d think a certain world renowned chef had made it, but he didn’t. Sorry Gordon.”

BBH executive creative director Felipe Serradourada Guimaraes added: “When you’re so confident in your product, you hire a celeb chef just to tell the world they had nothing to do with it. That’s pure Burger King.”