You read that right.  I can’t make this stuff up.  Is it me or is it kind of strange that a hamburger franchise is branching out into fragrances??  Piers Morgan is the new ‘model’ for Burger King’s first fragrance ‘Flame’ (well at least the name’s appropriate).  And he has a risque poster to go along with it and claims:

I’ll definitely beat David Beckham in the fight for poster space,’ he tells the Daily Star. ‘My poster looks fantastic.  

‘I beat Becks in a recent poll to be the UK’s Hottest Hunk. I came first – he was tenth I believe. I’ve beaten him once and I’ll beat him again.

‘I’m also hearing rumours Daniel Craig wants to quit being James Bond. In which case, this seems a perfect option for me. I beat him in the Hot Hunk poll as well, so why not?’