This is the story of how a slowly improving brand of potato told its own story of versatility and transformation in a commodity market, in recessionary times. After 12-weeks of television advertising, with Marcia Cross of cult show Desperate Housewives as star of the campaign, sales more than doubled and around 48 million meals were served using Albert Bartlett Rooster Potatoes. Branded TV advertising awareness rose from a baseline of 8% prior to airing, to 34% at the post stage, spontaneous awareness more than doubled, and prompted awareness accelerated from 25% to 46%. Brand value for the 52 weeks ending March 2010 have reached almost £30m against £24m in 2008/9.