UK
Burger King Flips the Script with Gordon Ramsay in New Wagyu Burger Campaign: Burger King UK has taken a bold approach to celebrity advertising by enlisting world-renowned chef Gordon Ramsay—only to keep him out of the kitchen. The fast-food giant launched its new campaign, “Not Made By Gordon,” to promote the arrival of its gourmet Wagyu burger.
Instead of highlighting Ramsay’s culinary skills, the campaign humorously showcases his failed attempts to participate. Directed by Artur Wolgers and produced by BBH’s in-house team, Black Sheep Studios, the films follow Ramsay as he tries to get involved, only to be hilariously shut out each time.
Meanwhile, striking out-of-home photography by Mark Peckmezian spotlights the Wagyu burger in all its glory, with Ramsay appearing just out of reach. The playful twist sends a powerful message: the burger tastes like it was crafted by a world-class chef, yet it wasn’t.
Felipe Serradourada Guimaraes, Executive Creative Director at BBH, explained the bold strategy: “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.”
Katie Evans, CMO of Burger King UK, echoed that sentiment. She 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.”
The integrated campaign will roll out across TV, print, outdoor, and radio, supported by Walk in Media’s media-buying. From cheeky storytelling to premium visuals, Burger King is determined to challenge perceptions while underscoring its quality credentials.
With Ramsay on the sidelines and the Wagyu burger at center stage, Burger King has once again proven its knack for disruptive, attention-grabbing marketing.
