This Morning chef Gino D'Acampo has promised viewers "the full monty" if the show picks up a gong at the National Television Awards next week.
The Italian-born star, who was crowned King of the Jungle in the 2009 series of I'm A Celebrity ... Get Me Out Of Here!, has promise to cook naked if the ITV1 show wins Best Topical Magazine Programme at the ceremony next Wednesday.
He said: "It started as a joke to say if we won I would cook naked and now it is one of those situations.
"I regret that I said it but I am going to stick with it because I'm that sort of person.
"You need to stay clear of barbecues or big frying or anything where you might spill on yourself, but I will do it and there will be no apron or anything. It will be the full monty.
"I'm not worried about the cooking, it's the stripping I'm worried
about. I'm worried I might get ITV into trouble if my bits end up on the screen."
This Morning is up against Loose Women and BBC Breakfast for the award.
The ceremony, hosted by Dermot O'Leary from the O2 Arena, will be broadcast live on ITV1.
Doctor Who star Matt Smith will go head-to-head with his terrestrial rival, Sherlock's Benedict Cumberbatch, at the awards.
Both stars, who were thrust into the limelight last year as the 11th incarnation of the Doctor and the quirky detective Sherlock Holmes, have been nominated for Best Drama Performance.
Philip Glenister also competes for the title, for his role in Ashes To Ashes, as does five-times National Television Awards winner David Jason for A Touch Of Frost.
Smith, 28, and 34-year-old Cumberbatch's BBC1 dramas have also been shortlisted for Best Drama, against rivals Shameless (Channel 4) and BBC1 school series Waterloo Road.
Coronation Street, which has been celebrating its 50th anniversary, is up for Best Serial, against EastEnders, which recently notched up its 25th anniversary.
The shortlist and eventual winners are voted for by viewers.