Burger King UK launches 'Not Made By Gordon' with Gordon Ramsay humorously excluded, showcasing The Wagyu as its most gourmet burger yet.

Burger King UK Launches ‘Not Made By Gordon’ Campaign

Burger King UK is breaking away from traditional celebrity endorsements with its bold new campaign, ‘Not Made By Gordon’. Instead of celebrating a chef partnership, the fast-food giant takes a playful jab at the idea, showing Gordon Ramsay humorously trying—yet consistently failing—to be part of the process.

A Chef Left Out of the Kitchen

The campaign was born from the brand’s desire to highlight its own quality credentials. By teasing Ramsay’s exclusion, Burger King makes a strong statement: its new burger tastes so good, you’d believe it was created by a world-class chef—only it wasn’t.

Integrated Storytelling Across Channels

The integrated campaign was produced by BBH’s in-house studio, Black Sheep Studios, with films directed by Artur Wolgers and photography by Mark Peckmezian. The films follow Ramsay on his comic quest for inclusion, while the out-of-home visuals put the burger front and center, with the chef’s presence hinted just out of frame.

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Confidence in Every Bite

Felipe Serradourada Guimaraes summed up the bold idea:

“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.”

Rollout Across Media

Media buying was handled by Walk in Media, with the campaign set to run across TV, print, out-of-home, and radio, ensuring Burger King’s message is heard—and seen—everywhere.