Gordon Ramsay and George Russell Star in New High-Octane Doritos Loaded Commercial
Doritos Loaded has launched a new global advertising campaign featuring chef Gordon Ramsay and Mercedes-AMG PETRONAS F1 driver George Russell. The campaign highlights the brand’s official partnership with the Mercedes-AMG PETRONAS F1 team and Formula 1, integrating culinary content with high-speed racing themes. According to PepsiCo Food Ventures, the rollout includes eight chef-created recipes, with the Hellfire Chicken Nachos currently available to consumers.
The Campaign Concept
The advertisement depicts Gordon Ramsay preparing Doritos Loaded Hellfire Chicken Nachos inside a moving food truck. As the vehicle maneuvers through city streets, the ingredients are shown flying within the kitchen space. The scene concludes with the reveal that Mercedes-AMG PETRONAS F1 driver George Russell is the person behind the wheel.
According to Anshul Khanna, vice president of marketing at PepsiCo Food Ventures, the campaign is intended to link the passion for Formula 1 with culinary creativity. The project serves as a promotional platform for the expanding Doritos Loaded product line, which combines chips with proteins, vegetables, and sauces.
Did You Know?
The collaboration includes two specific Doritos Loaded recipes developed exclusively for Formula 1 fan zone food trucks to be served throughout the racing season.
Partnership and Recipe Expansion
Chef Gordon Ramsay is set to release eight signature recipes as part of the brand partnership. These dishes are designed for consumption both at home and at racing events. The recipes will be introduced to hospitality and restaurant operators across global markets.
The current availability of Doritos Loaded products varies by region. The items are currently accessible via food trucks, delivery applications, and restaurant partners in parts of Madrid, Barcelona, and London. Plans are in place for the product to expand into France, Germany, and the Netherlands in the coming months.
Expert Insight:
Samantha Carter notes that this campaign represents a strategic effort to bridge the gap between high-performance sports culture and fast-casual dining. By leveraging the star power of a globally recognized chef alongside an active F1 driver, the brand is positioning its product as an experiential choice for fans, rather than just a snack item. The challenge for the brand will be maintaining the consistency of these complex recipes across different international restaurant partners as they scale operations.
What May Happen Next
As the partnership progresses, it is likely that additional recipes will be deployed to align with the remainder of the Formula 1 racing calendar. Consumers in Europe may see an increase in availability as the distribution network grows into Germany, France, and the Netherlands. Analysts may monitor whether the integration of professional culinary recipes into stadium and fan-zone environments influences broader trends in sports venue catering.
Frequently Asked Questions
Who are the primary figures in the new Doritos Loaded campaign?
The campaign features chef Gordon Ramsay and Mercedes-AMG PETRONAS F1 driver George Russell.
Where can customers currently purchase Doritos Loaded?
The product is available through food trucks, delivery apps, and restaurant partners in specific areas of London, Madrid, and Barcelona.
How many recipes is Gordon Ramsay creating for the brand?
Chef Ramsay is creating a total of eight signature recipes to be rolled out to global hospitality and catering operators.
Would you consider trying a chef-designed recipe at a sporting event, or do you prefer traditional stadium snacks?