Burger King UK has taken a cheeky swipe at one of the world’s most famous chefs in its latest campaign, “Not Made By Gordon.”
The tongue-in-cheek ad, produced by BBH’s in-house arm Black Sheep Studios, stars none other than Gordon Ramsay – only to remind audiences that he had absolutely nothing to do with creating Burger King’s new premium Wagyu burger.
Ramsay Shut Out of the Kitchen
The campaign’s central gag is simple yet effective: the Wagyu burger is so good, you’d think it was made by a Michelin-starred chef… but not this one.
In the first film, Ramsay is spotted at a drive-thru, handing over the freshly launched burger. When asked if he made it, the famously fiery chef is forced to admit, somewhat sheepishly, that he didn’t.
Not one to give up easily, Ramsay heads to the Burger King kitchen, psyching himself up in the car park before attempting to join in the action. Instead of being welcomed, he is bluntly turned away by staff. To rub salt in the wound, he’s even misnamed – called “Jordon” and then “Gregg” – as if his celebrity status counts for nothing.
Longing Looks and Teasing Shots
The integrated campaign doesn’t stop at film. Out-of-home executions shot by photographer Mark Peckmezian playfully feature a “longing” Ramsay, positioned just out of frame, gazing at the Wagyu burger he wasn’t allowed to touch.
It’s a visual tease that underlines the central joke: this is a burger so indulgent, it could be the work of a world-class chef, except it’s not.
Confidence on Display
For Burger King, the message is clear – the Wagyu burger speaks for itself. Burger King UK’s chief marketing officer stated that they are celebrating the launch of their 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’s executive creative director summed up the brand’s confidence with a wry comment, expressing that 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.
A Multi-Channel Push
The campaign will run across television, print, radio, and outdoor platforms, with Walk in Media handling the media buy.
Directed by Artur Wolgers, the films bring humour and high production value to a fast-food launch that feels more like a premium brand moment.
Conclusion: Fast Food with Bite
By turning Gordon Ramsay into the butt of the joke, Burger King UK has managed to elevate its new Wagyu burger while delivering a memorable dose of humour.
The “Not Made By Gordon” campaign is both playful and self-assured – the kind of confident marketing that shows Burger King isn’t afraid to stand alongside fine dining, and even poke fun at it, when it comes to celebrating the quality of its latest creation.
