Long before earning 17 Michelin stars, Gordon Ramsay was a promising footballer in the youth ranks of Scotland’s Rangers FC. If the explosive chef were to talk anyone out of cooking, it would have less to do with food and more to do with his first love: soccer.
That’s the premise of Uber Eats’ first global delivery campaign, “Who Could Cook At A Time Like This?”, which reimagines Ramsay as the world’s most passionate anti-cooking advocate — on a mission to stop anyone from missing the FIFA World Cup 2026 action.
Created by Mother and directed by Jeff Low, the spot sees Ramsay, armed with a distinctly green Uber Eats bag, barging into kitchens to tell people in his famously abrasive way to step away from the sea bass and order delivery instead.
The campaign launches Wednesday (June 9) and will run for five weeks across TV, social media, and out-of-home in 17 global markets including the U.S., U.K., Australia, Canada, France, Germany, Ireland, and the Netherlands.
Uber wanted to find the most over-the-top and entertaining way to play up the truth that when the game is on, people don’t want to cook.
“As our first-ever global delivery campaign, it was important to lead with an idea that was universal, simple, and culturally relevant for fans everywhere — while showing how Uber Eats helps fans get the food they want delivered straight to their door, without missing a moment of the action,” Georgie Jeffreys, global head of marketing at Uber, said in a statement.
“The entire campaign started with one very funny contradiction: Gordon Ramsay, probably the world’s most famous chef, telling people this is absolutely not the time to cook. Once we had that, everything else flowed from there. Gordon brought the perfect level of intensity, comedy and chaos to it,” added Mother global chief creative officer Felix Richter.
With the World Cup kicking off on June 11, Uber Eats follows brands such as McDonald’s, Adidas, and Nike that have launched major campaigns for the tournament.
