Burger King keeps Gordon out of the kitchen in playful new campaign

Burger King UK has unveiled a tongue-in-cheek campaign titled Not Made By Gordon, which plays on the idea of celebrity chef endorsements by humorously excluding Gordon Ramsay from its kitchens. The campaign aims to reinforce Burger King’s quality credentials by suggesting its new burger tastes as if it could have been created by a world-class chef—though Ramsay had no part in making it.

Developed with BBH and its in-house production company Black Sheep Studios, the campaign includes films directed by Artur Wolgers and photography by Mark Peckmezian. The films follow Ramsay’s lighthearted attempts to get involved, while the out-of-home executions spotlight the burger itself, with Ramsay kept just out of frame.

A playful twist on chef endorsements

Felipe Serradourada Guimaraes, Executive Creative Director, BBH: "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, Burger King UK: "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 campaign is running across TV, print, out of home and radio, with media handled by Walk in Media. Burger King positions Not Made By Gordon as a playful inversion of traditional celebrity-fronted food campaigns, spotlighting product quality through humour rather than endorsement.

www.burgerking.co.uk

Follow Marketing Report on LinkedIn