'Unusual day' for Gary Lineker after #WalkersWave campaign sees him 'pose' with Jimmy Savile
It would appear the pitfalls of social media, which so many have suffered in the past, are doomed to be repeated with Walkers Crisps behind the latest #Fail.
It's #WalkersWave campaign encouraged football fans to send in a selfie of themselves to try and win tickets for the Champions League final.
Their picture would then feature in a pre-recorded video alongside the former England striker Gary Lineker.
Except, some - almost predictably - thought of others instead of their own pictures to send in.
Rolf Harris, Stalin, Fred West and Jimmy Savile were among the pictures sent which then appeared beside a beaming Lineker in the video.
We recognise people were offended by irresponsible & offensive posts & we apologise. We are equally upset & have shut the activity down.— Walkers Crisps (@walkers_crisps) May 25, 2017
Lineker, who is a prolific tweeter known, at times for his forthright views outside of the beautiful game, described the day as "unusual" having been in "strange company".
Last year the television host caused controversy - again via Twitter - when he said Northern Ireland should "relax" over local stars exclusion from the BBC Sports Personality of the Year show.
"It's just an awards show," he tweeted.
Had an unusual day in some very strange company. I'm sure we'll wave goodbye to them all by tomorrow.— Gary Lineker (@GaryLineker) May 25, 2017
Belfast Telegraph Digital