Harper Collins is offering consumers the chance to “grill” Gordon Ramsay over lunch as a prize to promote the chef’s new book.

Billington Cartmell has devised the campaign for Playing With Fire, the second volume of his autobiography, to give the title a push in WH Smith nationwide in the run-up to Christmas.

To take part, customers fill in a Fixaform attached to the book and enter a prize draw.

Ten winners, and their guests, will meet Ramsay over lunch at his restaurant at London hotel Claridge’s.

The data will be used by Harper Collins for future campaigns.