Gordon Ramsay heads up Uber Eats’ first global delivery advertising campaign across 17 markets
Uber Eats has unveiled Who Could Cook At A Time Like This?, its first ever global advertising campaign, starring 17-time Michelin starred chef and former youth footballer Gordon Ramsay as the world’s most passionate anti-cooking advocate during the 2026 World Cup.
Launching across 17 markets on 11th June, this follows Ramsay going door to door interrupting people mid-cook, demanding they put down the pans, turn on the football and order Uber Eats instead. Set to Dario G’s football anthem Carnival de Paris, the hero film sees Ramsay conducting a series of increasingly dramatic interventions, berating unsuspecting home cooks for missing key moments of the match by being stuck in the kitchen.
The campaign will run for five weeks across TV, social media and out-of-home in Australia, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, Switzerland, UK, and US.
Ramsay says: “When the football’s on, nobody wants to be standing over the stove stressing about dinner. A night off from cooking isn’t the end of the world, it's called priorities! Get the game on, order Uber Eats and enjoy it properly.”
Georgie Jefferies, Global Head of Marketing at Uber, says: “We wanted to find the most over-the-top and entertaining way to play up a very real truth: when the game is on, people don’t want to cook. As our first-ever global delivery campaign, it was important to lead with an idea that was universal, simple, and culturally relevant for fans everywhere, while showing how Uber Eats helps fans get the food they want delivered straight to their door, without missing a moment of the action.”
Created by Mother and directed by Jeff Low through Biscuit Filmworks, the campaign will be supported by a global social media programme designed to spark conversation throughout the tournament, alongside local market activations tailored for cultural relevance.
In France, Uber Eats has partnered with the French Football Federation on sponsorship idents featuring French national team players including Ousmane Dembélé, Dayot Upamecano, Lucas Digne, Maghnes Akliouche, Rayan Cherki, Theo Hernandez, Mike Maignan and Désiré Doué. In Spain, localised out-of-home creative poses the question directly: “¿Cocinar? ¿Ahora?”
2026 RTIH Innovation Awards
On demand delivery will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
