The culinary industry's original enfant terrible, Marco Pierre White (MPW), has become the latest celebrity chef to sell out and sign an embarrassing advertising deal.
The former three-Michelin-starred chef-restaurateur and star of ITV's Hell's Kitchen has agreed to lend his face to Norfolk-based turkey brand Bernard Matthews, which has been responsible for bringing the world products including the notorious Turkey Twizzler.
The deal, which follows an advertising contract with Knorr, sees MPW as the company's ambassador who will "champion turkey as a great tasting and versatile meat".
"Through a wide range of activities, Marco will encourage people to move away from the 'turkey is just for Christmas' psyche and inspire everyone to cook with turkey all year round," the press release trills.
While the deal will no doubt call into question MPW's culinary ethos, "the money will certainly be useful to a man who has been embroiled in a long-running and very expensive divorce battle with his former wife Matti," reports the Daily Mail.
The Twitter brigade has already been vocal about MPW's involvement with Bernard Matthews. Here are a few comments:
@circeplum What a complete and utter slut.
@hollowlegs Oh Marco. What the f*ck.
@womaninblack Marco Pierre White is Bernard Matthews' new ambassador? Has he got a divorce to pay for, or something (Walkers, Knorr, Bernie...)?
@sharonecampbell Just when you thought he couldn't sell out more.
@pennyjsmith What next? Crikey!
@craigmorgan Thats bloody shameful (for MPW)!
Who knows, perhaps MPW will give us Turkey Twizzlers with a fine dining twist?!
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wait and see
everyones always too quick to judge
he dosnt make many culinary mistakes
as i recall
Fair play.. make a bit of money and wind you losers up again..
Well, how are the mighty fallen, Eh ? Poor old sod, bootiful no longer.
Remember him for White Heat and smile.