Wingstop UKI has announced the launch of ‘Big Ranch’, a new larger-format serving of its signature Ranch dip, supported by a high-profile integrated marketing campaign fronted by actor and football legend Vinnie Jones.
Available from 3 June across Wingstop restaurants in the UK and Ireland, as well as via Deliveroo, Big Ranch has been developed in response to sustained customer demand for a larger serving size of the brand’s most popular dip.
More than four times the size of Wingstop’s standard Ranch offering, Big Ranch builds on the popularity of the brand’s freshly made daily Ranch dip, which has become a core part of the Wingstop customer experience and one of the brand’s most talked-about menu items. Big Ranch joins Wingstop’s other dip offerings, including Blue Cheese and Honey Mustard.
The launch forms part of Wingstop UKI’s broader strategy to continue driving customer engagement through culturally relevant campaigns, limited-edition menu innovation and entertainment-led marketing.
To support the launch, Wingstop UKI has developed a two-part creative campaign starring Vinnie Jones, inspired by classic Sergio Leone Westerns and reimagined through a distinctly British lens.
The campaign positions ‘Big Ranch’ as an iconic arrival, tapping into existing fan anticipation that has been building across social media, Reddit communities and online forums.
The hero creative sees Jones arrives as the embodiment of the product itself — a tongue-in-cheek creative execution designed to reinforce Wingstop’s irreverent tone of voice and strong cultural positioning with younger consumers.
The campaign will run across social, digital, PR and in-store channels. The new 9oz pot is available from Weds 3rd June 2026 at Wingstop restaurants across the UK and Ireland and via Deliveroo. Launching alongside Big Ranch is a Big Ranch Bundle, going live on Deliveroo – 20 Tenders, 3 Large Fries, 2 Big Ranch – designed for sharing.
Vinnie Jones, actor and football legend: “Wingstop is cool, they’re disruptors and they’re bold. 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, Wingstop UKI: “Big Ranch wasn’t our idea, it was theirs. 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.”
The launch comes as Wingstop UKI continues its rapid expansion across the UK and Ireland.
Founded in the region in 2018, the business now operates 92 sites and employs more than 3,000 people. Wingstop UKI continues to position itself as a lifestyle brand rooted in flavour, culture, creativity and community.
In 2025, the business was recognised in a number of major industry and business rankings, including the Financial Times’ FT 1000 list of Europe’s fastest-growing companies, The Sunday Times Best Places to Work awards and the Sunday Times 100 list, where it ranked as the 42nd fastest-growing private business in the UK and Ireland.
