Gordon Ramsay has spent decades telling people how to cook. During the summer of 2026, he told them not to bother at all.

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We unveiled “Who Could Cook At A Time Like This?”, Uber eats' first-ever global advertising campaign, starring the 17-time Michelin-starred chef and former promising youth footballer as the world’s most passionate anti-cooking advocate during the biggest summer of football ever.

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Launched across 17 markets worldwide on the 11th of June 2026, the campaign followed Ramsay going door to door interrupting people mid-cook, demanding they put down the pans, turn on the football and order Uber Eats instead. Because who would really want to debone a sea bass during a penalty shootout?

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Alongside the main campaign, we teamed up with the French Football Federation and the French national team to whip up a series of idents where matches get hijacked by... cooking, because why not?

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Created with Jeff Seeff.