The ads have been created by London-based agency MPH, based on a script co-written by famed ad director Paul Weiland, who also directed the spots.
The campaign will run on television and in print, starting with a 60-second spot, due to break nationally on October 1.
It will be followed by 40-second versions and 10-second idents in the run up to Christmas.
The choice of a super-slim Hollywood star has been questioned () -- however, the ads will play up the unlikely association, showing Cross being furious with her pushy agent for even suggesting she might do an ad for potatoes.
In its defence, Albert Bartlett points out that the 'Desperate Housewives' actress appeals not only to the target market of potato buyers, women aged between 25 and 54, but also to a younger generation which it hopes to convert to potatoes.
John Hicks, marketing manager at Albert Bartlett, explained that the potato needs to compete with pasta to appeal to younger shoppers and that as well as promoting Rooster potatoes the new ads should help the category as a whole.
Hicks said: "Our previous campaign worked very well in terms of introducing the brand to a national audience, plus educating users, especially mums, on the product USPs.
"We do however feel that it is time to take it to the next level and the creativity of this new campaign will really appeal to the next generation of consumers."
Rooster is a variety of potato, but Albert Bartlett has exclusive commercial rights in the UK and is marketing it as a brand.
The Rooster has red skin and yellow flesh, and is a versatile cooking ingredient -- a fact highlighted in the advertising. The breed was initially developed in Ireland and has been available in the UK since 2003.