Gordon Ramsay fronts Burger King UK’s Wagyu drop with a twist
Burger King leans on Ramsay’s star power to hype Wagyu launch, but keeps the kitchen to itself
Burger King UK has rolled out a new Wagyu burger and is making sure everyone knows just how gourmet it is, with a little help from celebrity chef Gordon Ramsay. But here’s the kicker: he didn’t make it.
In a cheeky new campaign called “Not made by Gordon”, created by BBH London, the fast food brand leans into Ramsay’s signature swagger, only to repeatedly remind us he had nothing to do with the actual cooking.
This article explores how the campaign plays out, what’s behind Burger King’s luxury pivot, and why this kind of branding move matters to marketers.
Short on time?
Here’s a table of contents for quick access:
- What’s in the Burger King x Gordon Ramsay campaign?
- The strategy behind Burger King's premium push
- What marketers should know
Patrecia Meliana
What's in the Burger King x Gordon Ramsay campaign?
The one-minute hero spot opens with Ramsay at a Burger King drive-thru, delivering a Wagyu burger to a stunned customer. When asked if he made it, Ramsay quickly clarifies he didn’t, despite explaining the burger’s ingredients with the passion of someone who clearly approves.
From there, the spot flips to a mockumentary-style scene of Ramsay psyching himself up outside a Burger King kitchen, only to be turned away by employees. He’s enthusiastic, qualified, and very much not needed.
Produced by BBH’s in-house unit Black Sheep Studios and directed by Artur Wolgers, the campaign blends traditional film with sharp OOH photography by Mark Peckmezian. Print and outdoor placements show tantalizing shots of the burger, with Ramsay teasingly cropped out of the frame.
@gordonramsayofficial 100% British Wagyu. Not made by me (crying) @Burger King UK #ad
♬ original sound - Gordon Ramsay
Walk-in Media handled media buying, with distribution across TV, social, print, radio, and out-of-home.
Burger King UK’s CMO Katie Evans summed it up:
“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 strategy behind Burger King's premium push
Burger King’s Wagyu play is more than just star-studded advertising. It is part of a broader trend. QSR brands are increasingly experimenting with upscale menu items to broaden appeal and boost margins.
With rising food inflation and growing consumer appetite for indulgent food experiences, introducing a Wagyu burger helps the brand straddle premium aspirations without abandoning fast food fundamentals.
This isn’t the first time Burger King has leaned into cultural nuance and emotion in its campaigns. Recent examples include:
- “Real Feels” in the Philippines: A dentsu Creative campaign that turned real social media cravings into burger-shaped visual art, capitalizing on a 195% surge in food-related conversations in 2024.
- Malaysia’s “Sate burger”: A collaboration with BEATNK and illustrator NOvia Shin that honored satay heritage with localized storytelling and stylized flame-grilled visuals.
Now, with a UK-based activation that pairs irreverence with quality messaging, Burger King is dialing up global consistency while letting each region bring its own flavor to the table.
What marketers should know
This campaign isn’t just clever. It is strategic. Here’s what makes it worth watching:
1. Subverting expectations builds brand memorability
Instead of relying on Gordon Ramsay’s culinary credentials, the ad makes him the butt of the joke. That unexpected twist makes the message stick. This burger is premium but surprisingly not chef-made.
2. It signals a shift toward premium QSR positioning
Brands like Burger King are testing the waters with higher-end menu items to reach older, more affluent, or more curious consumers. Expect more fast food players to follow suit with luxury-adjacent campaigns.
3. Celebrity isn't the endgame. Storytelling is
The Ramsay campaign isn’t just about attaching a famous face to a product. It is about flipping the script on what that face means in context. The result is a humorous, self-aware ad that earns both laughs and attention.
4. Visual branding remains central to scroll-stopping power
From OOH photography to food styling, the creative execution leans hard into appetite appeal. Even when Ramsay is cropped out, the burger does the talking, which matters in an image-driven world.
Burger King’s Wagyu push may look like a one-off comedy spot, but it signals something bigger. Brands are realizing that premium does not have to mean serious, and celebrity endorsements do not have to be predictable.
For marketers, it is a reminder that smart storytelling, self-awareness, and high-impact visuals can elevate even the most familiar formats. And sometimes, the best endorsement is the one that playfully admits you didn’t need it in the first place.
