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Gordon Ramsay has landed himself another sizzling deal, this time with fast food giant Burger King.
The world-renowned chef, 57, has signed a lucrative six-figure contract to star in the chain’s latest UK advertising campaign. Ramsay, who has built a global reputation for his fiery temper and no-nonsense kitchen style, was spotted filming at a Burger King outlet in Reading, Berkshire, this week, dressed in his trademark chef’s whites and flanked by a small cast of actors and a full camera crew.
The advert, which is set to air later this summer, promises to showcase Ramsay’s trademark bombastic style while promoting Burger King’s famous flame-grilled menu.
A TV industry insider revealed: “As someone who has a reputation for being fiery, Gordon seemed like the perfect choice for a restaurant whose products are famous for being flame grilled. And the advert’s storyline is believed to be based on his distinctly ‘bombastic’ style of operating, which is evident in his many TV shows.”
It’s yet another high-profile gig for Ramsay, who remains as sought-after by advertisers as he is by foodies. With his razor-sharp wit, unmistakable presence, and immense crossover appeal in both the UK and the US, Ramsay has become a brand in himself. According to Forbes, his net worth is estimated at a staggering £176 million.
Gordon Ramsay has signed a whopper of a deal to front Burger King’s new campaign – Credit: @gordonramsayburger/Instagram
Ramsay has already made moves into the fast-food space through his own ventures, opening his first Gordon Ramsay Burger restaurant in 2020, which brought his gourmet twist on the classic burger to the high street. That experience, combined with his TV persona from shows like Hell’s Kitchen, Kitchen Nightmares, and Next Level Chef, has made him an obvious choice for Burger King’s tongue-in-cheek campaign.
The deal further cements Ramsay’s dominance in the world of food and television, coming hot on the heels of several international restaurant openings and a slate of new TV projects on both sides of the Atlantic.
Fans of the chef and Burger King alike can expect to see the advert roll out across UK television and online platforms later this summer, bringing Ramsay’s signature flair, and maybe even a few choice words, to the high street chain’s flame-grilled favourites.
As one fan commented on social media after spotting him on set: “Only Gordon Ramsay could make a Whopper sound like fine dining!”
With this latest partnership, it seems Gordon Ramsay is proving yet again there’s no limit to his recipe for success.
