Albert Bartlett has chosen Hollywood heart-throb Jesse Metcalfe as the latest star to front its Rooster potato brand.

Metcalfe - who will be starring in the new series of Dallas on Channel 5 in the autumn - replaces Marcia Cross, of Desperate Housewives fame, who previously fronted the brand.

Also a star of Desperate Housewives (he was the gardener), Metcalfe will front a new Rooster TV ad running between October and Christmas.

Using Hollywood to deliver messages appealed to core fresh potato customers and younger consumers, said marketing executive, Anne Rodgers. “When shoppers wheel their trollies and remember the ad, we hope the enjoyment and energy from it will inspire them to prepare and serve great meals to their own appreciative audiences.”

The ad has been directed by Hugh Johnson, from Ridley Scott Associates.

Albert Bartlett Rooster Potatoes was now the number two variety in the UK and brand value had climbed 9.9% year on year, to £46m, added Rodgers, while 51.9% of Rooster shoppers were repeat purchasers.