Chosen because of his reputation as the world’s toughest food critic, Ramsay appears in a new Checkers’ advertising campaign endorsing their premium meat ranges. The famous British chef, known for his no-holds-barred attitude when evaluating food and chefs alike, has put Checkers’ meat through its paces.
Checkers has worked hard to improve their premium meat range and the South African giant’s partnership with Ramsay, who currently holds 12 Michelin stars, demonstrates the confidence they have in their offer. The decision to use Ramsay was backed by research to find the most credible food critic in the eyes of the public.
Ramsay was impressed with Checkers’ wide variety of extra-matured steaks in the Steakhouse Classic range and remarked that the cuts were both properly matured and displayed perfect marbling “just like you’d find in a top restaurant”. Ramsay goes on to pronounce the company’s naturally-reared free range lamb which is free of antibiotics and hormones as “perfect”.
The famous British foodie also sampled some local Championship Boerewors. According to Ramsay, it is a no-brainer as to why its South Africa’s best-selling boerewors. The fact that venison is also available all year round confirms that Checkers would be a butchery he’d buy from.
Neil Schreuder, marketing director of Checkers, comments, “We worked incredibly hard to make our butchery offer world-class, and to have someone of Gordon’s calibre endorsing our range is an absolute privilege.”
The first of the two TV adverts will be appearing on the Checkers
Facebook page on Friday, 19 October prior to the TV launch on Monday, 22 October.
For a special preview of the adverts as well as some hilarious behind-the-scenes footage and a few stills click
here (To download any of the files, just right click and “save as”).