Shutlar the Butler has become Weymouth's newest celebrity and spawned the kind of Internet fan base marketers can usually only dream of.

The gentleman's gentleman - aka Andy Shutlar, director of Carpets Galore in Weymouth - only joined the company four weeks ago with plans to 'shake things up a bit'.

When someone suggested he should dress up like a butler and pose for shots for an advertising campaign, Mr Shutlar said he was not instantly convinced.

"At first I thought it was crazy but I must admit now it was a good idea," he said.

"We've had loads of people ringing up to suggest poses I could do, and I can't believe the fan club on the Internet."

There is a page on the Internet networking site facebook.com called: 'Shutlar the Butler: The best local business character in Weymouth history?' One blogger compares the entrepreneurial skills of Mr Shutlar to Richard Branson and another fan said he is now 'the most recognised man in Weymouth'.

A forum was set up for fans to suggest campaigns and poses the butler should do next.

One fan said he should stick pencils up his nose and a pair of pants over his head - like comedy character Blackadder - and pretend that he's crazy over the low prices.

Others think he could be pictured jumping out of a plane to show how the company's prices keep falling while someone else questions the depth of his shag pile.

Another fan calls for cuddly toys to be made of Shutlar the Butler.

Mastermind of the campaign Andrew Cooke from Think Creative Media said: "We haven't created something so comical before and it was really fun to work on.

"I don't think Andy thought he would become so famous."