Miranda Sambles, marketing director at Walkers, said there was "no change whatsoever" to Gary Lineker's role or relationship with Walkers crisps, following reports in two Sunday tabloid newspapers that claimed he had been axed.
Sambles said: "He plays a crucial role in our next 'Three Simple Things' ad campaign to be released in September, and we can assure you will he will continue to make people smile at his love for the nation’s favourite crisps for years to come."
The 'Three Simple Things' campaign is set to focus on the three main ingredients for Walkers Crisps – 100% British potatoes, Sunseed oil and seasonings with no artificial colours or preservatives.
New packaging highlighting the ingredients will be rolled out this week.
A TV ad focusing on the new brand message and featuring Lineker will launch next month (September).
Last week Walkers Crisps was named the top brand by The Kids Brand Index, chosen by UK children between the ages of seven and 15. The poll featured 166 brands including Coca-Cola, McDonald's and 'The Simpsons' TV show.
The Kids Brand Index 2011 research was carried out by market research agency Harris Interactive on behalf of the Brand Republic Group.
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