Gordon Ramsay leads Uber Eats’ first global World Cup ad campaign

The campaign, titled Who Could Cook At A Time Like This?, debuts on June 11 across 17 markets, including the UK, US, Canada, and France. Set to the football anthem Carnival de Paris, the hero film features Ramsay staging dramatic interventions in domestic kitchens, berating fans who risk missing match highlights by focusing on stove-top preparations. The project aims to capitalize on the universal desire to avoid kitchen chores during major sporting events, positioning delivery as the logical solution for focused viewing.

Running for five weeks, the initiative spans television, social media, and out-of-home advertising. Beyond the core films, the strategy incorporates localized efforts to boost cultural resonance. In France, Uber Eats has secured partnerships with the French Football Federation, featuring national team stars such as Ousmane Dembélé and Mike Maignan. Meanwhile, Spanish audiences will be met with targeted billboard messaging questioning the necessity of cooking during the tournament. Created by the agency Mother and directed by Jeff Low, the effort represents a significant shift for Uber Eats as it attempts to synchronize its marketing message across diverse international territories.