A competition is being launched in the UK by the Potato Council in an attempt to get people to eat more potatoes.

Consumers will get the chance to start in a one-off TV advert in June next year as part of the Master Spud competition.

The competition is part of the Many Faces of Potatoes campaign for the generic promotion of fresh potatoes across the UK, France and Belgium.

Celebrity chef Jean-Christophe Novelli is fronting the search, which will be publicised through a consumer PR campaign and in partnership with The Sun newspaper.

Consumers can enter their recipe idea or upload a demonstration at the dedicated campaign website www.manyfacesofpotatoes.co.uk between now and March.

A shortlist of people will then be selected to take part in live, regional auditions before being put to a public vote to choose the winner and future TV star.

Food and farming minister Jim Paice said: "This will be a real boost to Britain's potato industry. People will have access to new, healthy and quick potato recipes, which should inspire them to cook more potato dishes."

Potato Council head of marketing and corporate affairs Caroline Evans added: "The Many Faces of Potatoes campaign looks to educate and inspire consumers through the stories of people who currently cook, grow or love potatoes.

"Five people will get the chance to tell their story in our one-off TV ad, which will then be used on the internet. The additional EU investment has opened up a range of promotional options, which will help us teach young consumers and encourage them to eat potatoes."