Vinnie Jones, the UK actor and football legend, has joined forces with rising filmmaker Daniel R. Wilson for Wingstop UKI’s latest campaign.
A cinematic British take on the Spaghetti Western—created to introduce Big Ranch, the brand’s most-requested menu addition to date—the campaign sees Jones transformed into the physical embodiment of Big Ranch, the restaurant’s supersized answer to years of fan demand. Directed by Wilson, the film channels the style and swagger of Sergio Leone’s classic Westerns through a distinctly British lens, pairing one of the UK’s most recognisable screen personalities with one of its most exciting rising directorial talents.
The project was developed in partnership with London-based youth platform Sondr and stems directly from Wingstop UKI’s online community, which spent years calling for a larger version of the brand’s cult-favourite Ranch dip. According to Wingstop UKI, thousands of comments across social media helped turn the idea into a reality—with the launch arriving shortly after they surpassed one million followers on TikTok.
“Wingstop is cool,” says Vinnie Jones. “They’re disruptors and they’re bold. [It] felt like a perfect match to me! Keep an eye on ‘em; they’re going ahead of the curve over there.”
Dirujan Sabesan, Chief Brand Officer at Wingstop UKI, added: “Big Ranch wasn’t our idea; it was our community’s idea. Our community pushed us past a million followers on TikTok and left thousands of comments asking for more, all for a product that didn’t exist yet. So the least we could do was do it justice and hand Big Ranch to an OG like Vinnie Jones.”
Wingstop UKI is dedicated to creating a positive impact in the communities it serves. Through partnerships that support young people, creative talent and cultural initiatives, the brand helps to provide opportunities for the next generation by investing in community-led programmes and meaningful collaborations.
“Co-creation with youth has always been central to our brand,” adds Sabesan, “and we believe it’s important to understand our audience by empowering them to be the voice and authors of how we show up. Keeping this platform opportunity at the heart of how we create content and engage with our fans is super important to us.”
Watch the mini movie up top. The Big Ranch dip is available at Wingstop UK restaurants nationwide.
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