Interest in cooking shows in the Czech Republic and around the world gained momentum, especially at the turn of the millennium. This trend was probably influenced by the rise of cable television in the 1980s and 1990s and the subsequent massive proliferation of specialised channels such as the Food Network, which began broadcasting in 1993. These formats quickly became popular and inspired television productions around the world. In the Czech context, a significant milestone can be seen in 2010 when Prima started broadcasting the Czech version of Come Dine With Me (Prostřeno!), which kick-started the long-standing popularity of cooking-focused reality shows and introduced a format closer to a wider audience.
Cooking shows are not limited to education. They also have a significant impact on the advertising market, especially in the FMCG sector. Thanks to the popularity of well-known chefs including Gordon Ramsay, Jamie Oliver or Czech celebrities such as Zdeněk Pohlreich, food and consumer brands reach a wide range of audiences. Adverts often target ingredients, kitchen utensils, cookbooks and similar products. An estimated reach in the Czech Republic is over a million households regularly watching these programmes. The popularity of these shows is also reflected in their social media presence, where celebrity chefs have millions of followers. This contributes to reach beyond the TV screen, for example at food festivals or through mobile apps and cooking platforms.
So which famous celebrity chefs have lent their reputation to equally iconic brands?
Heston Blumenthal for Waitrose (2011)
British chef Heston Blumenthal is an icon of molecular gastronomy. British supermarket chain Waitrose has a reputation for premium retail, offering quality ingredients and targeting a discerning clientele. Bringing these two brands together in an advertising partnership was more than logical – it combined Blumenthal’s creativity with Waitrose’s luxury profile. Blumenthal is best known for his iconic three-Michelin-starred restaurant The Fat Duck in the unassuming town of Bray. The Fat Duck is a place of pilgrimage for those seeking an exceptional dining experience. However, in Waitrose’s adverts, the celebrity chef has shown that with quality ingredients and the right attitude, even ordinary home cooks can try the basics of molecular cooking. One of the biggest successes of this collaboration was Heston’s Hidden Orange Christmas Pudding, which quickly became a bestseller. The advertising campaigns, built on innovative recipes and a creative approach, managed to attract not only gastronomy experts but also a wider audience looking for inspiration and new flavours. The combination of Heston’s originality with Waitrose’s quality products has become an example of an ideal blend of brands with an emphasis on innovation and uniqueness.
Video: Waitrose “Christmas Pudding” with Heston Blumenthal – (P for Production)
Massimo Bottura for Lavazza (2013)
The Italian chef Massimo Bottura, one of the most prominent figures in global haute cuisine, combines art and gastronomy not only on the plate but also in the fight for sustainability. With his wife, Lara Gilmore, he founded Food for Soul, an organisation dedicated to reducing food waste and supporting communities through social dining projects around the world. This approach reflects Bottura’s belief that gastronomy can be an instrument of change – both in the culinary sphere and on a societal level. Bottura is known for seeing food as an art form where inspirations from the art world intertwine. In his cuisine, we find echoes of the work of Francis Bacon, whose expressive paintings influenced him with their emotionality, or Lucio Fontana, whose radical approach to form and space finds parallels in Bottura’s deconstruction of classic recipes. With this vision, Bottura was approached by the Italian premium coffee brand Lavazza, which chose him as the ambassador of its Lavazza A Modo Mio campaign. In a series of advertising spots, Bottura presents the different coffee blends in a way that highlights their sophistication, authenticity and connection to Italian heritage. Under his direction, coffee becomes not only a beverage but also an artistic experience that reflects the individual preferences and emotions of each consumer. The “A Modo Mio” campaign also highlights Lavazza’s philosophy: coffee is much more than a daily ritual – it is a form of expression, a space for creativity and a platform for personal stories. Bottura’s personality and artistic approach give these values a new dimension. Under his leadership, coffee has become a symbol of Italian culture, a fusion of tradition, innovation and art.
Video: Lavazza A Modo Mio, Massimo Bottura presents Divinamente
Anthony Bourdain for HRC (2014)
The legend of the American culinary scene, Anthony Bourdain, was known for his reticence towards the world of advertising, even though the television environment was more than close to his heart. He has travelled almost the entire world with his camera, giving Americans an authentic view of various culinary traditions – both familiar and less common. But he only took on adverts when he felt their message was personally important and worthy of his support. One such instance was his participation in a 2014 Human Rights Campaign (HRC) spot that focused on promoting marriage equality. For Bourdain, the issue was one of love, commitment and responsibility – values that he believes have nothing to do with gender politics. Bourdain’s approach was influenced by his life experience. As a chef and documentary filmmaker, he had travelled the world and had the opportunity to experience not only diverse culinary traditions but also cultural differences and social issues. This constant confrontation with diversity allowed him to form firm opinions and principles that he shared without pretence. It was his authenticity and directness that made him popular as a culinary icon and as a personality who was able to connect people through honest messages. His involvement in the HRC campaign was no exception – he again spoke openly and from the heart. This message resonated not only in the context of marriage equality but also as a testament to his personal beliefs about fairness and respect for others.
Video: Anthony Bourdain for HRC’s Americans For Marriage Equality
Gordon Ramsay for Amazon (2018)
Even the layman knows that the dreaded chef Gordon Ramsay can get very heated and doesn’t mince words. This reputation, along with his appearances in a number of popular TV cooking competitions, has earned him the status of one of the most famous chefs in the world. Ramsay’s personality and influence are a godsend for any marketing campaign. Amazon realised that in 2018 and engaged him for their Super Bowl ad campaign. The ad shows a digital assistant Alexa who loses her voice, and Amazon tries to solve the situation by hiring various celebrities to fill in for her. Each segment shows how these alternate solutions fail, with Gordon Ramsay’s performance undoubtedly standing out. Unlike the calm and personable Alexa, he can give users a ticking off because of their lack of cooking knowledge – even on a task as simple as making a grilled cheese sandwich. The other celebrities don’t fare much better either, creating a comical situation that also highlights how irreplaceable Alexa is. The ad became one of the most memorable Super Bowl campaigns, showing Ramsay’s temperament in an entertaining light while effectively promoting Amazon’s technology as an indispensable helper in everyday life.
Video: Alexa Loses Her Voice Super Bowl Commercial from Amazon
Jamie Oliver for Tesco (2018)
Jamie Oliver is another icon of the culinary world, known for his calm and friendly nature, which puts him in contrast to Gordon Ramsay’s boisterous style. It is this approachability and his ability to reach a wide range of people that made him the ideal choice for Tesco. The British chain chose him to be the face of their ambitious 2018 campaign. The initiative aimed to inspire Brits to adopt better, healthier and more sustainable eating habits. The campaign was particularly recognised for its educational approach, which showed consumers how to replace traditional food with healthier alternatives. In his videos, Oliver took products that would often be overlooked by shoppers directly from the shelves in the supermarket, demonstrating how easily they can be turned into tasty and nutritious meals. The concept responded to a current social demand – surveys in 2018 revealed that 70% of Brits expect supermarkets to help them navigate the range of ingredients that are lower in sugar, salt and fat. In addition, the collaboration with Oliver has gained momentum thanks to his recipes, which are simple, affordable and focused on seasonal ingredients. This approach provided consumers with practical tips on a healthier way of shopping and cooking and highlighted Tesco’s role as a partner in promoting sustainable and healthy lifestyles. As a result, the campaign has become one of the most effective initiatives of its kind and has contributed to a positive change in the eating habits of many UK households.
Video: Chilli ‘non’ carne soup | Tesco with Jamie Oliver
Martha Stewart for Tostitos (2020)
Martha Stewart is truly a Renaissance figure in the context of American pop culture. She is not only a cook but also a businesswoman, presenter, journalist, writer, interior designer and much more. Above all, however, she is probably the most famous DIY and homecare icon. Recently, she has drawn attention to herself thanks to one unexpected TV friendship – with West Coast rapper Snoop Dogg. At first glance, their connection may seem a bit odd, but by now, everyone knows that Martha and Snoop have a unique chemistry. The 2020 Tostitos chips ad is great proof of that. As with all their projects together, contrast is the key element. Martha symbolises precision and elegance, while Snoop represents casualness and relaxation. In the spot, Martha highlights gourmet ingredients such as guacamole, while Snoop settles for simple Tostitos. The result is a clear message - Tostitos are perfect for everyone, whether you prefer luxurious ingredients or plain simplicity. To make it more attractive, Snoop Dogg adds his distinctive charm and recommends adding a “secret spice blend” to the chips. Humour, lightness and contrast of their personalities make this collaboration an unforgettable experience.
Video: TOSTITOS: Snoop Dogg, Martha Stewart
Nigella Lawson for Greggs (2024)
British bakery chain Greggs has unveiled its first-ever Christmas advert this year, with a star-studded appearance from baker, food journalist and popular cookbook author Nigella Lawson. Known for her sophistication and emphasis on tradition, Nigella was the perfect choice for this project. Her historically conservative approach to gastronomy and her ability to combine simplicity with elegance fit perfectly with the theme of true Christmas comfort that the advert highlights. Nigella Lawson has built a reputation in the world of gastronomy as someone who can make the culinary arts accessible to the general public. Her cookbooks, inspired not only by tradition but also by practical experience, often contain simple recipes that anyone can prepare. Nigella herself embraced this philosophy after witnessing a party host having a nervous breakdown over a failed dessert. This emphasis on simplicity and the joy of cooking permeates Greggs’ Christmas campaign. The Festive Bakes range is firmly associated with Christmas for many Brits and has become one of the enduring symbols of the festive season. Nigella’s involvement in the advert underlines the message that Christmas is all about tradition, comfort and shared experiences – which Greggs captures perfectly through its products. So the ad not only celebrates the festive spirit but also reminds us that simple pleasures, such as tasty pastries, can be at the heart of Christmas traditions.
Video: Greggs 2024 Christmas advert with Nigella Lawson
What about the Czech Republic?
Since the turn of the millennium, food shows have enjoyed enormous popularity in the Czech Republic. Formats such as “Come Dine With Me” or “MasterChef” have attracted mass attention and created an ideal platform for brands that want to reach a wide audience through topics related to food, cooking and home. Advertising in this segment often targets FMCG products, including food, beverages and kitchen equipment, thus reaching one of the largest markets in the country. This trend reflects wider global influences, with culinary celebrities and cooking competitions helping to link advertising to emotion, inspiration and a desire for quality. From this environment, advertising is drawing new opportunities to reach audiences creatively and effectively.
In Czech advertising, culinary celebrities are often associated with brands that benefit from their expertise and popularity. Examples include Zdeněk Pohlreich, who has become the face of brands such as Vitana and Tesco. These collaborations benefit from his reputation as a quality chef, which supports consumer confidence in the products being promoted. Another well-known name is Přemek Forejt, who worked on a campaign for McDonald’s, where his modern approach helped the brand attract a younger audience and redefine the image of fast food.
The success of collaborations with celebrities depends on authenticity and the brand’s connection with the personality. For example, long-term collaborations that reflect brand values leave a strong impression on customers. Respondents in surveys emphasise that such ads help brands stay top of mind, increase brand trust and motivate people to try the products being promoted. Conversely, an unconvincing or inappropriate choice of celebrity can undermine trust and lead to a negative perception of the ad. Star connections can be a significant breakthrough if strategically planned. Brands such as McDonald’s and Vitana benefit from the strong influence of celebrities on customer preferences.
The following examples of successful campaigns are proof of this.
Přemek Forejt for McDonald’s (2022)
It’s fresh, I love it! This motto of Přemek Forejt, linked to his role as a McDonald’s ambassador, has become a phenomenon – and a polarising point in the eyes of the public. While some appreciate the courage to combine top gastronomy with the fast-food giant and see it as a fresh approach to promotion, others see it as a symbol of disappointment and a “sell-out” of culinary ideals. Forejt’s involvement in the Mc’n’Roll campaign brought a new dimension to marketing that dared to be playful and controversial. The campaign doesn’t just rely on celebrity endorsements but brings in creative elements such as the use of a unique musical instrument, the Playtronica, which Forejt “plays” through the use of McSuroviny – such as buns, tomatoes or cheese slices. The musical background for the campaign was prepared by Jiří Burian, aka Captain Demo, which adds a distinct dose of irony and humour to the entire production. However, despite the sophistication of the campaign, some are left with a sour aftertaste. They perceive Forejt’s collaboration with the fast-food chain as a denial of the values of quality gastronomy he symbolised. Whichever way you feel about this debate, one thing is certain – Mc’n’Roll has made an indelible mark on the history of Czech advertising. After all, as Forejt says, “It’s fresh!” And in today’s marketing world, controversy is fresh too.
Video: Mc’n’Roll – Přemek Forejt feat. McSuroviny (official music video)
Jiří Babica for CZC.cz (2022)
If you can’t afford Forejt, put Babica in. This slogan was inspired by the CZC.cz e-shop in its advertising campaign, which attracted considerable attention. The campaign was preceded by two curious events. Firstly, the cooperation of Přemek Forejt with McDonald’s and, secondly, the publication of Babica’s recipe book for gamers, Ich bin ein Gamer, which surprisingly became a big hit in this community. Jiří Babica is a very controversial figure in the world of Czech gastronomy, mainly because of his peculiar approach to cooking, where specific ingredients often do not play a significant role. He is a proponent of simple cooking that anyone can do at home, which has earned him a reputation as a “folk” cook. And this accessibility is the reason why many people like him. Babica has accepted his label with pride and has no problem making fun of himself – which is more than evident in the campaign for CZC.cz. Scenes like baking game toast in a laptop or cooking gamepads may seem absurd, but at the same time, they perfectly match Babica’s style. Thus, the Be a Gamer campaign benefits not only from a clear and specific target group but also from a distinctive protagonist who gives it personality and humour. The result is a guaranteed recipe for a marketing hit.
Video: CZC.cz | Be a Gamer with Jirka Babica | Schnitzel and Jack 18+
Roman Paulus for Lidl (2024)
The campaign of the Czech branch of the Lidl chain with the subtitle “Tasty, Fresh, Czech” is a typical example of how gastronomy and marketing are combined in the Czech Republic. Roman Paulus, former chef of the prestigious Alcron restaurant, has long been associated with Lidl promotion, where he became the central figure of the Lidl Kitchen project. This concept, although based on the German background of the chain, places a strong emphasis on local ingredients and support for local farmers in the Czech Republic. In TV spots and on other platforms, it introduces customers to the story of ingredients – from garlic to tomatoes to strawberries – and shows that their quality and freshness are available for most of the year. An important element of the campaign also promotes cooperation with local farmers, which is Lidl’s way of appealing not only to support the local economy but also to the transparency of food production. Paulus, as the face of the campaign, appears credible and professional. This contributes to strengthening Lidl’s image as a chain offering quality food at affordable prices. However, this format, where a well-known chef represents the chain, is not exceptional in the Czech Republic. Other market players are following a similar path, using media-famous chefs to strengthen their brands.
Video: Meet our tomato supplier – Freshly picked🍅 | Lidl Czech Republic
Connecting famous chefs with major brands simply works. Whether it is Heston Blumenthal and his innovative recipes for Waitrose, Massimo Bottura fighting for sustainability with Lavazza, or Jamie Oliver inspiring healthier choices with Tesco, each collaboration highlights the unique values of the personalities and brands involved. These projects not only appeal to the general public but also contribute to strengthening awareness of quality, tradition and sustainability. The result is inspiring campaigns that blend the worlds of gastronomy and marketing, creating a harmonious and mutually beneficial outcome.