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Celebrity chef Gordon Ramsay endorsing Burger King UK for the presentation of their new novel Flame-Grilled Wagyu Burger has been something the contestants have been talking about. The ad sees Ramsay in full flow, extolling the virtues of this burger and saying something of the sort that it was: “impeccable flame grilled 100% British Wagyu beef” accompanied by a “toasted brioche bun” that was “Fuckin’ delicious.” This somewhat uncharacteristic collaboration thus caused mixed reactions.
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In his typical cantankerous voice, the chef describes the burger: “swirl of caramelized onion mayo” on a toasted brioche bun, “peppery rocket,” and inside the sandwich: “crispy onions.” His sincerity was underscored by his use of the trademark curse for emphasis. Meanwhile, the moment the campaign came out, eyebrows were raised, for here was a chef reputed for his high standards on shows such as Kitchen Nightmares collaborating with a global fast food chain.
It truly created a rift in the general populace. The shock of the advert itself was expressed by a good number of people; one of them distilled those sentiments: “I still can’t get over the fact Gordon has done an ad with BK…” Created in disbelief in seeing such an advertisement that Crane would go against the image of the chef. Another was wise enough to reference Ramsay’s television history by simply stating, “All those kitchen nightmares…,” as if to emphasize just how ironic it is that he is now promoting a brand of a burger chain.
Beyond the shock factor of a product such as this being advertised, other conversations leaned heavily toward the truthfulness of these advertisements as opposed to what the product is, together with a handful of disparaging remarks about the burger presentation pleading, “That actually looks fantastic 🔥”. One had to listen to these remarks as there was clearly so much disdain questioning the reality of the product the customers are actually getting, yet this is one concern for anyone in the industry that has been there since time immemorial when it comes to marketing from product photos to the actual product. “And if only it looked like this,” disclosed one wary commenter in reference to fast-food marketing. Another wasn’t hesitant to jump in and say, “It doesn’t actually look like that.” A counter-voice quickly shot back to rebuke that comment with, “it is mate.”
Further down were criticisms about value and taste. One comment tackles price issues, saying that it is “an absolute rip off for 15 pounds,” and followed with an insightful review: “Mate, it tastes like ya nans heel”. Another refutes the portion size, asking “Where’s the rest of it?” and a second simply comments, “Fing tiny as well 😂.” These practical and straight-faced critiques pale in comparison to the ridiculousness featured in the campaign with Ramsay.
The conversation blundered into commercial endeavors of other chefs. “And they slated Marco for promoting Knorr 😂,” one user interjected in reference to the branded affiliations of fellow chef Marco Pierre White. This then erupted into a sub-thread that allowed for recognition that such endorsements generally get disparaged while the chefs scarcely take into consideration any public opinion anyhow. A few went even further, with one user going as far as saying, “Gordon you’ve sold your soul,” thereby condemning the endorsement as a sellout to his culinary integrity.
The backlash aside, all spun for good. Experiences began to flow in certain people claimed it was the “top tier for fast food chain munch…,” attempting to infer that the product could deliver for some customers. It soon evolved into an aesthetic-level conversation, praising the “beautiful coloring on top by using the sesame seeds mix.” An American voice cried in anguish: “All we got in America was an orange bun whopper, this looks very tasty,” throwing in a little geographic envy in the mix.
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This set the stage for Gordon Ramsay’s sealing his good name and reputation on the BK Wagyu burger, creating rounds of “cognitive dissonance” for the watching audience. It thus juxtaposes gourmet with fast-food, which is often an accessible bastardization. These fierce disputes are the sole testimony, making the diversities and expectations of celebrity chefs surviving in commercial tie-ups. Some see it as delicious trash worthy of consuming; some see it as a knock against the quality and authenticity Ramsay has been advocating for so many years. Either way, has served again as a huge talking point and sparked many discussions about how a celebrity chef can turn a simple burger endorsement into an international conversation. This endorsement follows the recent launch of his five-star meal kits, which offers a different kind of culinary experience. The chef also recently had to confront a breakfast disaster on his show, showcasing his no-nonsense approach in the kitchen. His expertise with beef is well-known, famously highlighted by his Beef Wellington at the Savoy Grill. Beyond high-end dining, Ramsay has expanded his burger footprint, having helped open a new Street Burger location in Washington, D.C.