Whatever mysterious hold crisp giant Walkers has over its celebrity brand ambassadors, it's certainly getting its money's worth. Not only does regular frontman Gary Lineker boost the brand's profile at every available TV opportunity, new recruit Helena Christensen is extolling the brand's credentials on the small screen. The Danish supermodel was heard explaining the delights of Walkers' new sunflower oil-based Lites Crisps on So Graham Norton last week. The camp chat show host remained unconvinced, but what price the publicity? And with Posh Spice Victoria Beckham ­ not known for her media reticence ­ next up on the brand's role of honour, more coverage is virtually guaranteed. {{COUNTERPOINT }}

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