For years, the nation has watched Lineker steal and hoard crisps while playing his part in the popular crisps ads.
“However, the tables are about to turn as viewers will see a British builder get his own back in spectacular style, by covering Gary in cement and leaving him stony faced,” says a spokesperson.
The advert will first air at 9.45pm on Channel 4 and will see Gary turning his hand to manual labour as he dons his hardhat and overalls as a builder.
The new TV campaign will be supported by a marketing campaign including an upweighted social media and digital plan alongside a new “fresh taste guaranteed” on-pack flash and impactful in-store activities to help engage with shoppers.
To find out more and to watch the advert, go to youtube.com/walkerscrisps