Doritos Loaded Leans Into High-Profile Partnerships with F1 and Gordon Ramsay
Event summary
- Doritos Loaded launched a global commercial featuring Chef Gordon Ramsay and Mercedes-AMG PETRONAS F1 driver George Russell on June 19, 2026.
- The campaign builds on Doritos' existing partnership with the Mercedes-AMG PETRONAS F1 Team and Formula 1®.
- Chef Ramsay will create eight signature Doritos Loaded recipes, with the first being the Hellfire Chicken Nachos featured in the commercial.
- Doritos Loaded will expand availability through food trucks, delivery apps, and restaurant partners in key global markets.
The big picture
PepsiCo's Doritos Loaded campaign leverages high-profile partnerships to differentiate itself in the competitive snack food market. By merging the culinary appeal of Gordon Ramsay with the high-energy appeal of Formula 1, the campaign aims to create a unique consumer experience. This strategy aligns with PepsiCo's broader vision to be the global leader in beverages and convenient foods, leveraging strategic collaborations to drive growth.
What we're watching
- Brand Synergy
- How the combination of culinary creativity and F1 excitement will impact Doritos Loaded's market penetration.
- Market Expansion
- The pace at which Doritos Loaded can scale its availability across new global markets.
- Consumer Response
- Whether the high-profile partnerships will drive significant consumer engagement and sales.