BT cooks up a storm with Gordon Ramsay

LONDON - Celebrity chef Gordon Ramsay is to front a marketing campaign for BT promoting its IT solutions for small businesses.

The campaign, created by RKCR/Y&R, will roll out across TV and online from May 1.

The TV spot features Ramsay at work in the kitchen of one of his restaurants, unable to focus on running his kitchen because of glitches in the restaurant's computer system.

The ad is based on the idea that BT enables small businesses to "focus on their core business and the things they love about what they do". The strapline reads: "Do what you do best".

The TV spot featuring Ramsay is the first wave of activity planned for a long-running campaign. Others ads building on the Ramsay execution will feature Tim How, managing director at Majestic Wines, and Alice Bowe from English Landscape & Garden Design.

Mick Hegarty, marketing director at BT Business, said: "We all want to do what we do best, but as IT and communications become increasing critical and sometimes complex, many owners and managers in smaller companies find that they are having to solve technical problems, rather than concentrating on their business.

"Our new campaign, featuring a range of small businesses, celebrates British companies and entrepreneurs, but is also aimed at showing that there is a viable alternative to people resolving technology issues themselves."