Doritos loaded revs up F1 campaign

The campaign centres on a new commercial that combines food, motorsport and entertainment as Doritos Loaded continues to promote its growing meal proposition across international markets

Doritos Loaded has launched a global advertising campaign featuring chef Gordon Ramsay and Formula 1 driver George Russell, expanding its partnerships with both Formula 1 and the Mercedes-AMG PETRONAS F1 Team.

The campaign centres on a new commercial that combines food, motorsport and entertainment as Doritos Loaded continues to promote its growing meal proposition across international markets.

Commercial combines cooking and Formula 1

The advertisement opens inside a Doritos Loaded food truck, where Gordon Ramsay is preparing his Doritos Loaded Hellfire Chicken Nachos. As the vehicle unexpectedly accelerates, ingredients fly through the air while Ramsay continues cooking despite the disruption.

The commercial concludes by revealing George Russell as the driver behind the wheel, linking the campaign to Doritos’ partnerships with Formula 1 and the Mercedes-AMG PETRONAS F1 Team.

The campaign builds on Doritos Loaded's recently announced collaboration with Ramsay and forms part of broader marketing activity tied to the Formula 1 season.

Ramsay develops eight Doritos Loaded recipes

As part of the partnership, Gordon Ramsay has created eight Doritos Loaded recipes designed to demonstrate the versatility of the product by combining Doritos with proteins, vegetables, seasonings and sauces.

The first recipe, Doritos Loaded Hellfire Chicken Nachos, features Ramsay’s Hellfire sauce and appears prominently in the campaign.

The recipes will be introduced to restaurant and hospitality operators across selected global markets, while Formula 1-themed activations will include exclusive menu items available through fan zone food trucks during race weekends.

Brand expands Formula 1 presence

Anshul Khanna, Marketing Vice President at PepsiCo Food Ventures: "Doritos Loaded is one of our fastest growing meal propositions that brings together crunchy Doritos topped with great protein, veggies, fresh seasonings and flavorful sauces. And we felt this bold culinary platform deserves a bold stage. By combining the intensity of Formula 1® with the culinary creativity of one of the world's most renowned chefs, we've created a commercial for Doritos Loaded that's packed with excitement, surprises and, ultimately, a great tasting Doritos Loaded. What’s most exciting is that this collaboration goes beyond just the commercial. Formula 1® fans - whether at home or trackside - can now enjoy Doritos Loaded recipes created by Chef Gordon Ramsay himself, meaning everyone can taste the thrill."

The campaign reflects PepsiCo Food Ventures’ strategy of linking food brands with major cultural and sporting events to increase consumer engagement.

Expansion planned across Europe

Doritos Loaded is currently available through food trucks, restaurant partners and food delivery platforms in selected locations, including Madrid, Barcelona and London.

The company plans to expand availability into additional European markets over the coming months, including the Netherlands, France and Germany.

The campaign arrives as Doritos Loaded continues to build its presence beyond traditional snack products, positioning itself as a meal offering aimed at consumers seeking food experiences connected to entertainment and live events.

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