Gary Lineker and Walkers are giving away £1 million, celebrating his 20 years with the brand.
The 'Match Of The Day' host and former soccer star is asking the nation to come up with a new flavour of the calorific snack once again after the successful 'Do Us A Flavour' campaign in 2008.
He said: "It's been incredible, it's been 20 years, I have a lot of great memories but it has given people ammunition to take the Mickey.
"Most of the commercials have been great fun and it's been hugely successful."
He continued: "We want the public to come up with a new flavour but this time the winner will get £1 million.
"We'll knock it down to six flavours which will go on sale and the public will decide which is the best."
Gary, 53, revealed his favourite flavour is salt and vinegar but said he wants people to be a bit more creative when coming up with ideas.
He added that celebrities shouldn't rubbish the idea of advertising for big brands and he doesn't mind making a fool of himself on TV.
The star said: "It always depends what commercials are like, some look cheesy and not be very good.
"Others will be well made and people have come up with good ideas."
To enter the competition head to walkers.co.uk to submit your flavour suggestion along with an image of the inspiration behind the idea. The runners up will also win £10,000 each.
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