Trending PR Campaigns
Doritos Loaded x Gordon Ramsay
Doritos appointed chef Gordon Ramsay as global partner for its Doritos Loaded foodservice initiative; Ramsay created eight signature Doritos Loaded recipes to be rolled out to restaurant and hospitality operators (and appear in some of his restaurants), plus two exclusive Formula 1 fan‑zone recipes including Hellfire Chicken Nachos using his Hellfire sauce — a culturally interesting chef collaboration designed to generate mainstream media and consumer buzz around Doritos as a meal foundation.
Why it worked: It hijacked two built-in news cycles—Ramsay’s celebrity footprint and F1’s calendar—using chef-authored, on-menu dishes as hard news hooks.
The lesson: Consider pairing a recognisable operator with a live-event calendar and ship a limited, purchasable product variant tied to specific dates.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Doritos Loaded appoints Gordon Ramsay as global partner of foodservice venture | Tuesday 2nd June, 2026 |
| thecaterer.com | Gordon Ramsay becomes Doritos Loaded global partner - Products & equipment | Tuesday 2nd June, 2026 |
| grocerygazette.co.uk | Doritos appoints Gordon Ramsay as new global partner - Grocery Gazette - Latest Grocery Industry News | Wednesday 3rd June, 2026 |
| restaurantandcafe.co.nz | Doritos Loaded Turns Up The Heat With Chef Gordon Ramsay - Restaurant & Café | Wednesday 3rd June, 2026 |
| bakeryandsnacks.com | Can Gordon Ramsay redefine Doritos? | Friday 5th June, 2026 |