Gordon Ramsay’s Chef Blast

Gordon Ramsay: Chef Blast — a year of creator-led cooking challenges that turned food fans into players

To launch Gordon Ramsay’s mobile game Chef Blast in the UK and US, we built a year-long TikTok programme that brought the game’s recipes out of the app and into real kitchens. Gordon was at the centre of it, reacting to and duetting the best creations.

We paired macro creators, who drove reach around key launch moments, with mid-tier food creators, who kept the conversation going with steady, authentic content between them.

Three campaign phases, 42 creators one very busy Gordon Ramsay

Exclusive Recipes: Fans recreated Gordon’s Creamy Ricotta Pasta with Peas from the game, adding their own twist. Gordon reviewed the best in his #RamsayReacts videos, and @ThatDudeCanCook’s version went on to trend.

Cooking Up a Beat: We created a bespoke track with TikTok and challenged users to make kitchen-themed content to it. Gordon and Tilly Ramsay duetted the standouts.

Ultimate Cheesy Burger: Creators and fans reinvented Gordon’s signature burger, with the best versions featured in #RamsayReacts.

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