Gordon Ramsay serves up Wagyu burger (not made by him) for Burger King

Burger King UK has partnered with celebrity chef Gordon Ramsay to launch its new Wagyu burger, fronted by a tongue-in-cheek campaign that highlights the burger’s indulgence, while making it clear Ramsay isn’t the one behind the grill.

The one-minute spot, “Not made by Gordon”, created with BBH London, opens with Ramsay at a Burger King drive-thru, handing a Wagyu burger to a baffled customer. As the chef breaks down the burger’s contents, the customer bluntly asks if he made it, to which Ramsay admits he didn’t.

The narrative then flips, cutting to Ramsay psyching himself up outside a Burger King outlet before marching into the kitchen. Confident in his credentials, he offers to take over, only to be told by employees that his help isn’t needed. The ad wraps with the campaign line stamped over mouthwatering shots of the new drop.

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The integrated campaign was produced by BBH’s in-house production company, Black Sheep Studios, with films directed by Artur Wolgers and OOH photography by Mark Peckmezian. While the films follow Ramsay’s comical attempts to be involved, the OOH executions spotlight the burger itself, with the celebrity chef teasingly just out of frame.

Walk-in Media handled media buying, with the campaign running across TV, social, print, OOH, and radio.

“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," said Katie Evans, CMO of Burger King UK.

Felipe Serradourada Guimaraes, deputy executive creative director at BBH, 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.”

The UK spot is the latest in a string of regional activations from Burger King. Earlier this year, the brand teamed up with dentsu Creative Philippines on “Real feels”, a playful social campaign that turned real online cravings into burger-inspired visuals.

In 2024, global chatter about food cravings spiked to 2.5 million conversations — up 195% from 845,000 the year before. Spotting an opportunity, dentsu reimagined this emotional language as food art, layering chat bubbles styled as buns, patties, cheese, and lettuce into arrangements that doubled as puns and realistic burger depictions, designed to spark hunger and stop the scroll.

Closer to home, Burger King Malaysia recently leaned into cultural identity with its limited-time "Sate burger". Created with BEATNK and Malaysian illustrator NOvia Shin, the campaign paid homage to the country’s beloved satay tradition through flame-grilled storytelling, blending heritage with contemporary design flair.

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