Comic Relief is launching a new television advertising campaign featuring celebrity chef Gordon Ramsay, promoting his range of charity cooking sauces called Seriously Good. The tongue-in-cheek ad, created by agency Fallon, shows Ramsay being smothered by a chicken and licked by a dog as he tries to explain the charitable cause.
For every jar of Seriously Good sauce sold, 10p goes to Comic Relief's projects in the UK and the world's poorest countries. Ramsay does not profit from the sales. 'The idea behind the sauces is that they are something I could do to help 365 days a year,' he said.
The ad depicts Ramsay as a talking head on the sauce labels during a shopping trip, repeatedly interrupted by mishaps such as a shopper throwing a chicken into a cart on top of a jar, a dog licking the jar, and Ramsay being thrown into a rubbish bin. The campaign breaks on 26 October across major UK channels including ITV1, Channel 4, and Sky1.
The five-sauce range is available at Tesco, Sainsbury's, and Morrisons for £1.89 per jar. Ramsay's involvement stems from his childhood experiences with poverty, which he has previously described as a source of shame that now fuels his charity work.
