Ramsay signs for Walkers but will not swear in new ad

LONDON - Gordon Ramsay is capitalising on his growing fame from his starring role in ITV's 'Hell's Kitchen' by signing to appear in the next Walkers Crisps campaign with Gary Lineker.

The ad will be screened in September and shows Lineker, who hosts 'Match of the Day', dressed as a chef trying to steal crisps from Ramsay, who is as famous for his foul-mouthed tirades as he is for his cuisine.

In a statement announcing the agreement, Walkers assured viewers that Ramsay's profanity-strewn language would be toned down for the advertising.

"They will get on fine and we can assure you that the ad will be funny -- there will be no swearing," the spokesman said.

Ramsay will join the ranks of stars including Victoria Beckham, Paul Gascoigne and Michael Owen who have appeared in advertising for Walkers, which is created by Abbott Mead Vickers BBDO.

Ramsay may have faced the tempers of celebrities such as Amanda Barrie and Edwina Currie in 'Hell's Kitchen', it remains to be seen if he will come in for the same criticism from parents as Lineker has. Lineker and Ramsay are each former professional footballers, with Ramsay playing for Oxford United and Rangers.

Despite being widely criticised for contributing to the problem of obesity because of his long-standing relationship with Walkers, Lineker, the former Tottenham and England player, is unrepentant and has said he intends to stay on as the face of the brand as long as it will have him.

Ramsay and Lineker have also appeared in advertising to encourage people to give blood.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.