The previous celebrity to be the face of Farmfoods was brainy beauty Carol Vorderman, but the freezer centre's latest signing is not quite so easy on the eye. Ricky Tomlinson best known for playing lardy layabout Jim Royle extols the value of the retailer's own-label products in two new TV ads. The ads have a healthy-eating theme, with Tomlinson taking up jogging and trying to "eat properly" after too much party food at Christmas.