to get articles and more to your inbox
News & insights
Archive
Directory
The commercial sees the chef tucking into a Korean BBQ and praising Cass beer’s versatility to pair with the dishes on show. However, the country’s social media response has been sceptical with many Koreans not buying Ramsay’s “great beer” and “bloody fresh” approval, because most major local brews lack flavour due to low malt content.
The irony of a Michelin starred celebrity chef pitching for swill has not been lost on the South Korean public, with local news articles questioning whether Ramsay really thinks Cass is delicious, or if the brand bought his approval.
While Ramsay is not the first celebrity to score a questionable endorsement in Asia, he doesn’t need the blow to his credibility in a new market like South Korea, particularly one where he has been gradually building a solid, organic foothold in recent years.
Want access? Whether you're buy-side, sell-side, agency or invested in the industry in another way, choose a plan that suits you now.
Register for free to begin searching the free content on ASN:
Some content is for Subscribers only and can only be accessed under a subscription plan
View Premium PlansYour session has timed out for security reasons. Please login again.
You have successfully activated your new nominee(s)!
ASN will be in touch very soon. For now, we’ve given you a free News profile so feel free to browse the 4,000 or so insight articles on the site. We’ll take you there now