Inside Gino D'Acampo's ‘mastermind plan' to be uncancelled as axed ITV star goes on ‘apology tour' after allegations

The Sun

6 days ago

FIVE months after being sacked by ITV over his 'inappropriate and intimidating' behaviour, celebrity chef Gino G'Acampo has embarked on an 'apology tour' in a desperate bid to be 'uncancelled'.
As The Sun revealed last week that Gino, 48, is planning to embark on some new business ventures in Australia, insiders tell us he is also masterminding a secret plan to save his career in the UK.
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Those in the know tell us that the Italian TV chef has hatched a strategy to use his social media platforms, a place where he feels he can control his image and narrative, to win back the public.
'The power of persuasion'
A source familiar with the situation explains: "TV bosses can refuse to put him on air but no one can stop him from having a voice on social media.
"He can use that platform to stay connected with those who have stuck by him, reform his image for those who have turned their back on him and, he hopes, win over a new fanbase."
But already it looks like Gino's endeavours on his social channels are landing badly.
Just this month, Gino made a painfully transparent attempt to challenge claims he created an uncomfortable working environment.
Posting footage of him hugging, kissing and holding hands with some of his restaurant staff during a recent visit to his Italian chain in Newcastle, Gino said: 'Another fantastic day with my team.
'I've always said… A happy kitchen creates fantastic food.'
He chose Mark Ambor's song 'Belong Together' to play over the video.
Our source continues: "The happy cheery corporate videos on Instagram are always part and parcel of any apology tour. Gino wants to maintain a united front and thinks the power of persuasion goes a long way.
"Gino hopes people will see it and think 'he's such a nice, down to earth guy, not too high and mighty to work in his own restaurant and look at everyone getting on with him, having laughs and banter'."
Gino D'Acampo slammed for 'highly inappropriate' cooking video as fans say 'that's disturbing and upsetting'
However, amid his increase in social media content, Gino came under fire for posting a 'highly inappropriate' video involving two live quails that was described as 'disturbing and upsetting'.
The unapologetic chef was seen kissing the two birds in one shot before dangling their corpses in another - choosing Bob Marley's hit Three Little Birds as the accompanying music.
It comes after more than 40 people described "unacceptable", "distressing" and "horrendous" experiences while working with Gino over a 12-year period.
Despite ITV yanking his shows off air, including a brand new series of Family Fortunes, the TV chef - who denies any wrongdoing - is refusing to accept his television career is over.
Soft rebrand
As well as ramping up his presence on content creation online, last month, Gino announced he's filming a new cooking show, An Italian in Malta.
It's not known which production company it's been picked up by or when it will air.
An insider told The Sun: "Gino knows he's persona non grata at ITV, so the plan now is to rebuild his reputation elsewhere quietly and carefully.
"He's been telling people this new travel series is about food and culture, but really it's a soft rebrand. If it lands well internationally, he can turn around and say, 'look, I've still got it'.
"Gino thinks he's being smart about not throwing himself straight back into the UK spotlight. The idea is to go away, be seen working, stay visible, but not too visible and then come back once the dust has settled."
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'A welcome distraction'
It is understood that Gino is secretly relieved that other presenters are copping the heat in the public eye too.
"With Gregg Wallace's scandal exploding, as well as John Torode's recent sacking, there's a sense that the spotlight might shift and the focus will be on him. He's hoping by using the distraction, he can quietly edge back into the fold.
"He's not naive, he knows he's not getting a primetime ITV slot anytime soon. But if he proves he can behave and audiences abroad respond well, the UK execs might just look twice.
"It's early days, but there's talk of him expanding the format to other countries if Malta and Ireland go well. He's already been in touch with producers in southern Europe about spin-offs."
It's believed Gino is also pinning hopes on his upcoming ventures in Australia paving the way for him to get back into good graces in Blighty too.
Gino is set to split his time between the UK and Down Under over the next few years, as he is planning to launch two new restaurants and a cookware line in Oz.
'He's been inundated with offers Down Under following a really successful tour there," a source told us.
'He spent some time in Australia a few years ago, and loved it. He still has a large social media following and plans to capitalise on that in the next stage of his career.'
It's thought that Gino hopes he'll land more TV work in Australia, which might then encourage British telly bosses to take another chance on him.
"Gino knows it won't be easy, but he's confident he can rebuild his reputation and one day, he's convinced he will be back on UK screens."
Gino was a regular chef on This Morning from 2009 - forming a close friendship with then-hosts Holly Willoughby and Phillip Schofield.
But when an ITV News report in February first revealed the allegations against Gino on set, Holly distanced herself publicly from her once firm friend.
His former ITV co-stars Gordon Ramsay and Fred Sirieix also appear to have stepped back from their friendship.
In 2022 an internal investigation into Gino was launched at production company Betty TV in relation to alleged inappropriate behaviour and language on the set of Gino's Italy – Like Mamma Used to Make.
The production company Objective Media Group said in an email seen by ITV in 2024 that issues also arose in 2023 on the Emission Impossible set.
Gino told ITV News at the time: "I would not do anything that I thought would upset or distress anyone. This is simply not in my nature. I do not recognise the version of events being put to me.
"Not only have these allegations never been raised with me before, I have been repeatedly supported by executives at the highest level and was commissioned on prime-time programmes during the period in which it is now suggested I was acting inappropriately.
"I am a father, husband and have worked with well over 1,500 people on around 80 productions in my career, which I have been so proud of. I take such matters extremely seriously and the suggestion that I have acted in an improper way against is deeply upsetting."
The Sun has approached Gino for comment.