Jamie Oliver was apparently paid £1.2m a year to be the face of Sainsbury's until after 11 years they either dropped him for someone cheaper (rumoured to be model-turned-baker Lorraine Pascale) or he quit to devote more time to charity work.
It obviously depends who you ask.
Heston Blumenthal and Delia Smith's association with Waitrose has created a new eBay trade in puddings (well, Heston has) and Marco Pierre White is the face of Knorr stock cubes and Bernard Matthews.
This week has seen a fresh wave of chef whites hit the ad breaks. First there's the 60 second Morrisons commercial featuring not one, not two, not even three but four culinary wizards! Hang on, one of them is Aldo Zilli.