I Can't Believe It's Not Butter (ICBINB) - Gordon Can't Believe It

Led by the agency Salt, the campaign shows Ramsay using the product on one of his shows, as some nervous ICBINB brand execs hover on set. After he samples a spoon, he pauses before launching into a bleeper-laden rave about the spread. There’s even a riff on the chef’s iconic “idiot sandwich” joke in the form of a “genius panini.”

As well as TV and digital executions, cross-promotional placement will see ICBINB feature across Ramsay’s culinary universe, including his Idiot Sandwich YouTube show, as well as on Next Level Chef and its digital companion show Next Level Kitchen.

An ICBINB dedicated cooking site will launch too, featuring recipes from Ramsay such as grilled corn ribs and spicy chicken pasta.