The British Potato Council’s celebration runs from February 14 to 20 and several major retailers are giving it support.
Waitrose will hold samplings in-store in conjunction with Hellmann’s mayonnaise while Sainsbury will promote egg and chips as a meal option.
Morrisons will install point-of-sale about the week and Budgens plans to carry on-pack branding.
Sarson’s vinegar bottles will display a special offer in which consumers can get a free chip supper from 150 fish and chip shops nationwide.
The British Potato Council has also redesigned its lovechips.co.uk website for the week.
The site will feature chip-related games, chip facts and figures and celebrity-endorsed recipes.