The book, which was published on October 1 by HarperCollins, covers what the celebrity chef learned during the development of the "Gordon Ramsay global brand", and is a follow-up to his first book, the autobiographical 'Humble Pie', a top 10 bestseller last Christmas.
The drive aims to give the book an extra push throughout the pre-Christmas period in WH Smith stores nationwide. Designed to target those customers who bought the first book, the latest campaign uses the strapline: "'Humble Pie' is just the tip of the iceberg in the eventful life of Gordon Ramsay."
Consumers who purchase 'Playing with Fire' have the opportunity to enter a competition where 10 winners and their guests will be given the chance to "grill Gordon" over a personal lunch with him at his London restaurant, Claridge's.
HarperCollins will use data gathered during the "grilling" to inform and drive future campaigns.
To be in with a chance of winning, consumers need to complete a form attached to the book and enter it into a prize draw. The closing date for all entries is January 13 2008, with the lunch planned to take place in March of the same year.