Created by: BMP Launched: January 1995 The choice of Gary Lineker ­ football's goody two shoes ­ as brand ambassador in the twilight of his playing career was risky, even though he shared a Leicester background with Walkers. However, focusing on Lineker's evil' side proved a stroke of marketing genius. Variations on the theme have included an Austin Powers-style dance routine (above) ­ and double acts with England goalkeeper David Seaman and supermodel Helena Christensen. Lineker's second career as the BBC's face of football, and his willingness to eat crisps on TV at every opportunity don't hurt either. {{P&P }}

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