Gary Lineker steals competing flavours in Walkers TV push

The ads mark the next stage of Walkers' 'Do us a flavour' campaign, which launched in July to find new crisp flavours and attracted 1.2m entries from the British public.

The final six flavours, which went on sale in January, are Chilli and Chocolate, Fish & Chips, Onion Bjhaji, Cripy Duck & Hoisin, Cajun Squirrel and Builder's Breakfast.

Breaking tonight, the first TV ad is a 60-second battle between the flavours, which are personified by larger than life characters.

As each flavour campaigns for the public vote the fight to win reaches a finale which sees giant chips being toppled, a huge chilli sent flying and an oversized fish left stranded.

When help is called to break it up, Gary Lineker, who has starred in more than 70 ads for Walkers, poses as a policeman who steals the flavours.

Lineker continues on his mission to get hold of all the new packs during separate 20 second ads for each flavour, on air from February 16.

The public are reminded of their role in deciding the next new flavour as Lineker encounters burly builders, shimmies with Bollywood dancers and masters the busy streets of the Far East.

There is also a special guest appearance from Lineker's fiancée Danielle Bux who lures away Chilli and Chocolate from their stash of crisps by acting the damsel in distress.

Lineker said: "The six final flavours have been chosen and competition is hotting up to find the winner of the 'Do us a flavour' competition.

"It's now up to the public to vote for their favourite flavour and choose which one stays on shelves."

Miranda Sambles, marketing manager for Walkers, said: "This set of adverts are great fun. You get a real sense of the personality behind each flavour, and the representing characters are developed well.

"At the same time, the key messages of the campaign are effectively communicated and encourage the public to get involved and vote for their favourite flavour."

The campaign will break during 'Emmerdale' on ITV at 7.15pm and Channel 4 during 'Hollyoaks' at 6.45pm.

The ads will run until May 1 when the public vote to decide the ultimate winner closes.

The most popular flavour will remain a permanent fixture and the winner will receive £50,000 and 1% of net revenue sales, estimated to total £57,000 per year.