Gordon Ramsay goes Checkers! Africa's largest supermarket chain finally enters the fray

South African supermarket chain, Checkers steps into the premium retail war with Gordon Ramsay in their corner.

Woolworths and Pick n Pay have been stepping up their marketing campaigns to attract customers into their stores with big sponsorships of Prime Time television shows and chefs.

Checkers has now brought celebrity chef Gordon Ramsay into their corner of the ring and asked him to put their butchery to the test.

He appears in their new advertising campaign endorsing the supermarket chains premium meat range.

A press release says that the famous British chef, known for his no-holds-barred attitude when evaluating food and chefs alike, has put Checkers’ meat through its paces and that the 12 Michelin star chef has given it a thumbs up.

In the adverts he says, “This is unbelievable steak, well done Checkers.”

The decision to use Ramsay was backed by research to find the most credible food critic in the eyes of the public.

Neil Schreuder, marketing director of Checkers, said: “We worked incredibly hard to make our butchery offer world-class, and to have someone of Gordon’s calibre endorsing our range is an absolute privilege.”

This is also the first video to be posted on the brand new CheckersSA You Tube channel, they joined You Tube on the 15 June 2012 so have obviously been planning this for a while!