Doritos Launches High-Profile F1 Campaign with Gordon Ramsay Doritos Loaded unveiled a new commercial today featuring renowned chef Gordon Ramsay and Mercedes-AMG PETRONAS F1 Team driver George Russell. The spot, which pairs culinary creativity with Formula 1 racing, opens inside a Doritos Loaded food truck where Ramsay prepares his signature Hellfire Chicken Nachos while the vehicle accelerates unexpectedly, sending ingredients flying through the air. The mystery driver is revealed to be Russell.

Eight Signature Recipes Coming to Operators As part of the partnership, Ramsay will create eight signature recipes showcasing how fresh household ingredients pair with Doritos to create meals for high-energy moments. The first recipe—Doritos Loaded Hellfire Chicken Nachos—is featured in the commercial and uses his signature Hellfire sauce. These eight recipes will roll out to restaurant and hospitality operators in key global markets. "Doritos Loaded is one of our fastest growing meal propositions that brings together crunchy Doritos topped with great protein, veggies, fresh seasonings and flavorful sauces," said Anshul Khanna, Marketing Vice President at PepsiCo Food Ventures. "By combining the intensity of Formula 1® with the culinary creativity of one of the world's most renowned chefs, we've created a commercial for Doritos Loaded that's packed with excitement, surprises and, ultimately, a great tasting Doritos Loaded."

F1 Fan Zone Activation and Wider Rollout The partnership extends to Doritos' official relationship with Formula 1, with two bespoke Doritos Loaded recipes exclusively created for Formula 1 fan zone food trucks throughout the race season. Doritos Loaded is currently available in Madrid, Barcelona, and London through food delivery apps and restaurant partners, with expansion planned to the Netherlands, France, Germany, and additional cities in coming months.

Why It Matters

The collaboration demonstrates how snack brands are expanding beyond traditional retail into full meal concepts and leveraging celebrity partnerships and sports sponsorships to drive consumer engagement and foodservice distribution simultaneously.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors