Ham-faced charisma-vacuum Piers Morgan stripped off this week for Burger King to promote its 'meaty' new fragrance, Flame.

It goes on sale shortly at the bargain-basement price of £4.99, offering punters "the scent of seduction - with a hint of flame-grilled meat".

While buying BK invaluable publicity - and giving childish hacks the chance to snigger about the dimensions of Morgan's own 'Whopper' - the stunt-turned-scent is apparently the cheapest celebrity fragrance on the market.