Gordon Ramsay Joins Uber Eats to Help Fans Skip Cooking During World Cup
Uber Eats has launched a FIFA World Cup 2026 campaign featuring Gordon Ramsay, who humorously urges football fans to avoid cooking and focus on the tournament action.
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Uber Eats has launched a new global campaign with celebrity chef Gordon Ramsay ahead of the FIFA World Cup 2026, encouraging football fans to spend less time cooking and more time watching the action.
The campaign, dubbed “Who Could Cook At A Time Like This?”, employs humour by placing Ramsay as a vocal anti-cooking advocate during the tournament, telling viewers to stay out of the kitchen while matches are being played.
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Check out the campaign here:
Turning Ramsay’s Persona on Its Head:
The campaign turns the irony of the world's best-known chef telling people not to cook.
Ramsay is known for his high standards in professional kitchens and his fiery television persona, but the show depicts a man who wants to stop football fans from missing key moments of the tournament while cooking.
The idea is based on a simple insight: big sporting events tend to keep viewers glued to the screen, reluctant to leave it to cook.
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Uber Eats' First Global Delivery Campaign:
According to Georgie Jefferies, Global Head of Marketing at Uber, the campaign was designed around a universally relatable football-viewing behaviour.
“We wanted to find the most over-the-top and entertaining way to play up a very real truth: when the game is on, people don’t want to cook,” Jefferies said.
She added that the campaign marks Uber Eats' first global delivery campaign and was built around a culturally relevant idea that resonates with football fans across markets while showcasing the convenience of food delivery.
The campaign comes from creative agency Mother, Uber’s agency of record since 2019.
Jeff Low directs the campaign for Biscuit Filmworks, which launches in 17 markets on June 11, supported by a wider social media activation.
“The idea came from the tension at the heart of the campaign,” says Mother’s Global Chief Creative Officer Felix Richter.
