Gordon Ramsay has to be the ultimate celebrity endorser for Burger King’s quality credentials, yes? But never underestimate the creative wit of Burger King. In its campaign, Ramsay isn’t considered up to the job of making Burger King’s wagyu burger.
Not Made By Gordon features Ramsay’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 King wagyu burger is so good, it tastes like it could have been made by a world-class chef.
The 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.
BBH London ECD, Felipe Serradourada Guimaraes, stated, “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, added, “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 will run across TV, print, out of home and radio in the UK with Walk in Media handling media-buying.
Credits:
Client: Burger King
CMO: Katie Evans
Head of Brand and Communications: Suzi Hoy
Senior Brand Manager: Matthew Moran
Brand Manager: Lisa Chen
Advertising Agency: BBH
CCO: Alex Grieve
Executive creative director: Felipe Serradourada Guimarães
Creative Director: Lawrence Bushell
Creative – Copywriter: Katy David
Creative – Art director: Simran Sidhu
Planner: Arabella Saunders
Senior Account Director: Louis Haskell
Account manager: Charlie Morgan
Senior Film Producer: Michael Hanney
Producer: Zoe Lynch
Assistant Film Producer: Peter Wiltshire
Print Producer: Lauren Daniels
Head of Design: Liam Thomas
Designers: Keiti Collins, Adam Buckland
Media Agency: Walk in Media
Production Company: Black Sheep Studios
Director: Artur Wolgers
DOP: Johan Palm
Food Director: Paul Butterworth
Food DOP: Henry Gill
Executive Producer: Faye Rizza
Producer: Ethan McDowell
Editor: Rachael Spann @ Shift Post
Post-production Company: Creative Outpost
Producer: Andy Salem
Grade: Creative Outpost
Colourist: Alexandre Nerzic
Sound Studio: 750mph
Sound Engineer: Sam Ashwell
Photographer: Mark Peckmezian
Flame Artist: Tim Davies
Executive Producer: Caroline McNulty
Retouching Project Managers: Connor Farrow-Guy & Ella Clayton
Senior Creative Retoucher: Simon Goold
Creative Retoucher: Jeremy Martin
BBH Studios: Nigel Pullum, Toni Polain, Jon Ralfs, Ish Schein
