food

Celebrity Chef Gordon Ramsay Stars In Triscuit's 'Wholesome' Rebrand

 

Triscuit is going “wholesome” in a repositioning backed by chef and television personality Gordon Ramsay and the largest-ever campaign for the 120-year-old cracker brand.

Along with wholesome, Parent Mondelez International says it wants Triscuit to be thought of as “full of authentic, unfiltered personality and flavor.”

In this campaign spot, the award-winning chef interrupts a woman working on a laptop by slamming it shut to inform her that Triscuit is “crunchy on the outside yet incredibly wholesome on the inside. Just like me!”

Her response: “You forgot salty.”

“I’m not salty,” Ramsay retorts.

In this shorter commercial, his description of Triscuit is, well, less than wholesome.

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“It’s just so (BLEEPING) delicious.”

In a news release, Ramsay said he loves the campaign because “it creates a nourishing moment that commands your full attention." Digitas was the agency.

Along with national television, digital and social platforms, the campaign will be amplified via activations on Ramsay’s TikTok channel in which he reviews recipes containing Triscuit crackers.

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