The 77-year-old appeared on the ITV breakfast show to discuss her new charity, The Silver Line, when she took the opportunity to take a pop at the outspoken presenter. 

After the campaign was backed by the Duchess of Cornwall, Piers, 52, asked: “We’ve had a debate this week about celebrities, famous people, being attached to charities and whether it’s a good or bad thing.

“What kind of impact does somebody like Camilla have - the Duchess of Cornwall, to give her her proper title?”

Esther didn’t seem to take kindly to Piers’ familiarity with the royal, and called him out for it. 

The Good Morning Britain presenter explained: “Well, I really like Camilla. And she comes from the village next to mine in East Sussex so we’re kind of mates - although she’d never admit that in public.”

Esther snapped back, “Who would?,” leaving the team completely stunned. 

Piers started shouting as he joked: “Sorry Esther! Are you burning me on live TV? 

“Of all the people to take me down I never thought it would be you!” 

Esther tried to apologise for the comment, but GMB colleague Susanna Reid insisted that she need not bother. 

The Child Line founder explained that her new charity will help tackle loneliness and isolation in older people. 

Esther defended the decision to use famous faces in the campaign, explaining: “It really does help. You are putting the spotlight sometimes on very dark places where people prefer to ignore the problem.

“I think it really helps. Frankly, any celebrity I think that comes alongside a charity will be helping.”

More information about The Silver Line can be found here.

Good Morning Britain airs weekdays on ITV at 6am.