Keith Chegwin has been recruited to promote the versatility and nutritional value of chips as part of this year's National Chip Week.
The British Potato Council promotion, which runs from 11-17 February, aims to boost sales of chips and raise awareness of the food as a part of a healthy, balanced diet.
Self-confessed chip lover Chegwin has embarked on a public relations drive this week as the campaign seeks to build awareness in time for National Chip Week, conducting a series of radio interviews, including an appearance on Radio 1's Chris Moyles show.
He will then undertake a tour of the country with the BPC's "chip inspector" in a bid to discover Britain's best chips. This involves asking the public to nominate where their favourite chips are sold.
The BPC has been running National Chip Week for 17 years in an attempt to change the public perception of chips as an unhealthy food.
"With Keith Chegwin on board we hope National Chip Week 2008 will be the biggest and best yet. Of course, activity is being supported by a national PR campaign, which we expect to generate in excess of £2.75 million pounds in media coverage and really help drive up sales of chips in all sectors," said BPC marketing executive Caroline Arblaster.
Further promotional activity has been planned for before, during and after the week, and will cross the retail, foodservice and farming sectors. Retailers will be holding in-store promotions, tastings and events, while processors are promoting the event by adding on-pack recipe stickers and labelling.
Fish and chip shops, pubs, restaurants and cafés have also been encouraged to get involved in promoting National Chip Week, while The Ivy restaurant's chef Mark Hix has developed three chip recipes for consumers to try out at home.