Uber Eats taps Gordon Ramsay to tell football fans to stop cooking

The campaign sees Ramsay going door to door to urge them to order instead.

Uber Eats has launched its first-ever global advertising campaign starring Gordon Ramsay, positioning the delivery platform as the go-to option for football fans who would rather watch the game than cook.

The campaign, titled "Who Could Cook At A Time Like This?", launches across 17 markets on 11 June and runs for five weeks across TV, social media, and out-of-home advertising. Markets include Australia, the UK, the US, France, Germany, Spain, Canada, and New Zealand, among others.

The hero film sees Ramsay going door to door, interrupting people mid-cook and urging them to order Uber Eats instead, set to Dario G's football anthem "Carnival de Paris." The campaign was created by Mother and directed by Jeff Low through Biscuit Filmworks.

Ramsay said the campaign reflects a simple truth about football viewing. "When the football's on, nobody wants to be standing over the stove stressing about dinner," he said. "Get the game on, order Uber Eats and enjoy it properly."

Georgie Jefferies, Global Head of Marketing at Uber, described it as the company's first global delivery campaign built around a universal insight. "When the game is on, people don't want to cook," she said, adding that the goal was to show how Uber Eats helps fans get food delivered without missing a moment of the action.

The campaign will be supported by a global social media programme and local market activations.

In France, Uber Eats has partnered with the French Football Federation on sponsorship content featuring national team players, including Ousmane Dembélé and Mike Maignan.

In Spain, localised out-of-home creative poses the question "Cocinar? Ahora?"