You can’t accuse Walkers of not getting its money’s worth out of Gary Lineker, even in a January busy with FA Cup fixtures.

It’s the time of year to promote one of Walkers’ healthier options, in this case its Baked variant. “Oven baked; only half the fat”, a young woman breathily rhapsodises, soft-lit and staring longingly at the object of her affection.

She’s just proclaiming the crisp’s deliciousness when - as she perhaps ought to have expected - Gaz (who’s been sitting next to her the whole time) swoops like a cocky seagull, not only necking the snack but delivering a teasing impression of her to boot. It just might be a moment of smart satire!

There’s even a money-back offer. Another solid shift from Lineker.