Burger King Enlists Gordon Ramsay

The campaign, created by BBH, launches its new Wagyu burger with the iconic chef

By Creative Salon

09 September 2025

Burger King UK is flipping the script on celebrity endorsements with a new campaign, ‘Not Made By Gordon’.

Born out of a desire to highlight Burger King’s quality credentials, the campaign playfully showcases the chef's humorous (and ultimately failed) attempts to get involved with Burger King's creation. Forget your typical chef-approved partnership; this campaign is all about Ramsay being consistently kept out of the kitchen. It's a bold move that sends a clear message: the burger is so damn good, it tastes like it could have been made by a world-class chef.

The integrated campaign produced by BBH in-house production company, Black Sheep Studios, features films directed by Artur Wolgers and out-of-home photography by Mark Peckmezian, which follow Ramsay on his comical quest for inclusion. While the films show Ramsay's mission to make the burger, the OOH executions hero the burger itself, with a longing Ramsay just out of frame - a tantalizing tease of what could have been.

Felipe Serradourada Guimaraes said: “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 adds: “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.”

Walk in Media handled media-buying; the campaign will run across TV, print, out of home and radio.

Credits:

Campaign title: Not Made By Gordon

Burger King CMO: Katie Evans

Burger King Head of Brand and Communications: Suzi Hoy

Burger King Senior Brand Manager: Matthew Moran

Burger King Brand Manager: Lisa Chen

Advertising agency: BBH

CCO: Alex Grieve

Executive creative director: Felipe Serradourada Guimarães

Creative director: Lawrence Bushell

Creative - Copywriter: Katy David