The ads, created by Fallon, sees Ramsay’s on-pack alter ego take a bashing as he is stacked on a supermarket shelf and then loaded into a trolley and finally licked by a dog.
The Seriously Good range is Gordon’s first foray into the cooking sauce category and was developed in partnership with Comic Relief to help raise money for the charity all year round.
The sauces, which come in five Mediterranean flavours were launched in September and are available in supermarkets including Sainsbury’s, Tesco, Morrisons and The Co-Operative.
Proceeds from sales will be donated to Comic Relief – 10p from every jar goes to the charity – Ramsay himself will not get a penny.
Earlier this year it emerged that Ramsey’s restaurant business has been hit hard by the recession. Pre-tax profit for the 12 months to 31 August was £383,326, down 87% on the £3m registered a year earlier.
In addition to appearing in ads for his own sauces the chef is also the face of Gordon’s gin.