Michel Roux Jr (pictured) and fellow chef Andrew Fairlie are to front a new national TV ad campaign for Albert Bartlett potatoes.
Scheduled to go live on 28 October, it will run until 23 December.
The two ads – each starring one of the chefs and filmed in their kitchens – will feature branded Bartlett potato varieties Rooster, Russet and Apache.
Fairlie will focus on the use of local ingredients and Roux will stress the importance of trusted suppliers – highlighting Bartlett’s family business and traceable potatoes.
“It is an honour to have these two extraordinary British chefs as ambassadors,” said Paul Parkins, Albert Bartlett MD.
Bartlett has worked with both chefs for more than 10 years but this is the first time it either has fronted a TV ad for the brand.
The TV campaign will be backed by a print and digital campaign including full-page advertising in Good Housekeeping, Red, Prima and national weekend supplements.
The ad has been produced by agency Holmes Hobbs Marcantonio, which made Bartlett’s previous ads featuring Desperate Housewives stars Marcia Cross and Jesse Metcalfe.
Following the first Marcia Cross campaign, brand penetration reached 16%, up 96% year-on-year, according to Bartlett.
Roux was one of Britain’s most famous chefs and his recipes and experience had gained him a significant following on Bartlett’s website, said Parkins. “Andrew Fairlie is renowned as one of the best chefs in the world and has helped us create some truly inspirational recipes for families across the UK,” he added.