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By Audrey Kemp, LA Reporter

May 14, 2024 | 2 min read

The cantankerous chef, infamous for his food rants on Kitchen Nightmares, goes on fruit-fueled tirades to set the record straight on real fruit snacks versus imposters.

Today, Welch’s Fruit Snacks launched its largest campaign in its 24-year history, portraying the renowned chef and notorious hot-head, Gordon Ramsay, as its first-ever CFO – “chief fruit officer,” that is.

The national campaign, ‘Wholly Fruit,‘ brings forth two humorous ads in which the culinary icon appears as the new face of the brand. They represent Welch’s Fruit Snacks’ first television commercial and its biggest campaign to date.

If you’ve ever tuned in to Kitchen Nightmares, you know that Ramsay doesn’t mince words when it comes to food quality. In this new role, he brings that same fiery passion to the realm of fruit snacks.

As CFO, he educates consumers about the important distinction between Welch’s Fruit Snacks – which name whole fruit as the main ingredient – and so-called “fruit-flavored snacks.”

When consumers taste the difference, they let out a “Wholly Fruit,” which sounds a lot like a certain expletive.

But Ramsay isn’t alone in his quest for fruity justice; the ads also feature a cameo from the company’s chief executive, Michael Rosenberg.

The campaign will roll out nationwide this summer across broadcast, digital and social channels.

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