ENTERTAINER Bruce Forsyth appeared in Swindon for the first time and came face to face with his biggest ever audience.

The veteran entertainer, now 73, was at the newly opened Asda Wal-Mart superstore in Haydon Wick, where he was signing copies of his new autobiography, Bruce.

The store was packed with weekend shoppers eager to see Swindon's new retail phenomenon, and the former Generation Game host was kept busy for well over an hour meeting fans and signing copies of the book.

Bruce tells the story of how the TV legend began his entertainment career as The Boy Bruce the Mighty Atom in 1942, and got his first big break as compere of Saturday Night at the London Palladium in 1958.

Asked if he enjoyed signing sessions, Bruce said: "It's hard work, but it's nice that people take the trouble to come out."

Bruce's career had also been the subject of an hour-long documentary on ITV the previous night.

And there was a Brucie bonus for one armchair fan, Doreen Godden, 84, who thought her daughter Denise, 50, was only taking her to Asda for some shopping.

Denise, from Stratton St. Margaret, said she had kept Bruce's presence in the store a secret from her mother, who she said "loves him to bits".

Clutching a signed book after a chat with the star, a delighted Doreen, from Gorse Hill, said: "I see everything he does and I was only watching him on TV last night and saying I wished I could meet him in the flesh."

Also thinking it was nice to meet Bruce was Paul Whitlock, from Park North, who for 10 years worked as the star's driver.

"We've been in touch, but I haven't seen him for eight or nine years," said Paul, 56, who received a big hug from the star.

"He was a perfectionist, but he was very, very good to work for, and my children used to call him Uncle Bruce."

Bruce told the Advertiser he had never played in Swindon before, and that the supermarket was the biggest he had ever seen in the UK.

He said before, his biggest-ever gig had been at The O'Keefe Theatre in Toronto, Canada, which holds about 3,500 people.

Store manager, Mark Pollard, said he was delighted Bruce Forsyth was adding to the excitement at Haydon Wick, which he reckons outsold every other UK supermarket in its first week of trading.

"We are just so pleased that Bruce has come to spend some time with us. It's just fantastic," he said.

Another satisfied customer was Mr Terry Bevan, from Myrtle Gardens, Pinehurst, who said the star had retained the common touch despite his decades of success.

"He talks to people and has a laugh he doesn't put people down," said Mr Bevan, clutching a signed book for his daughter, Meryl.

"I would just love to be on one of his shows."