Doritos Loaded is bringing together celebrity chef Gordon Ramsay and Mercedes-AMG PETRONAS Formula One driver George Russell in a new global campaign that aims to blend food, motorsport and entertainment.
The campaign centres on a new commercial starring the pair, marking an expansion of Doritos Loaded’s recently announced partnership with Ramsay, while building on Doritos’ existing partnerships with the Mercedes-AMG PETRONAS Formula One Team and Formula 1.
The film opens inside a Doritos Loaded food truck, where Ramsay prepares his Doritos Loaded hellfire chicken nachos while the vehicle speeds through city streets. As ingredients fly through the air, the chef continues assembling the dish before the commercial reveals Russell as the mystery driver behind the wheel.
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The campaign also forms part of Doritos Loaded’s broader push to position the product around high-energy sporting and cultural moments.
As part of the collaboration, Ramsay will develop eight Doritos Loaded recipes designed to demonstrate how consumers can combine Doritos with fresh ingredients to create shareable meals. The first recipe, Doritos Loaded hellfire chicken nachos, features Ramsay’s signature hellfire sauce and is showcased in the commercial.
The recipes will be rolled out to restaurant and hospitality operators across selected global markets.
Beyond the campaign film, the partnership will also extend to Formula 1 fan experiences throughout the race season. Doritos Loaded will introduce two exclusive recipes at Formula 1 fan zone food trucks, giving racegoers an opportunity to try limited-edition menu items inspired by the collaboration.
The latest campaign comes shortly after Doritos Loaded announced its partnership with Ramsay earlier this month, as the brand continues to strengthen its association with Formula 1 through celebrity-led experiences designed to engage fans both at races and at home.
“Doritos Loaded is one of our fastest growing meal propositions that brings together crunchy Doritos topped with great protein, veggies, fresh seasonings and flavorful sauces. And we felt this bold culinary platform deserves a bold stage,” said Anshul Khanna, marketing vice president at PepsiCo Food Ventures.
He added, “By combining the intensity of Formula 1 with the culinary creativity of one of the world’s most renowned chefs, we’ve created a commercial for Doritos Loaded that’s packed with excitement, surprises and, ultimately, a great tasting Doritos Loaded.”
Khanna noted that the campaign is designed to go beyond advertising, bringing Ramsay’s Doritos Loaded recipes to Formula 1 fans through trackside activations and at-home meal inspiration.
The collaboration also adds to Ramsay’s growing roster of brand partnerships centred around major sporting moments. Earlier this month, Uber Eats launched its first global delivery campaign featuring the celebrity chef.
Titled “Who could cook at a time like this?”, the campaign saw Ramsay urging football fans across 17 markets to skip cooking during matches and order in instead. Created by Mother, the campaign ran across TV, social media and out-of-home, positioning Uber Eats as the go-to choice for match-day meals.
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