Chefs are being urged to strike a pose and take a Christmas selfie to raise money for industry charity Hospitality Action.
The campaign, called the Maggi Christmas Selfie, asks workers in professional kitchens to post a photo they've taken of themselves in a "Christmas inspired" pose.
Foodservice supplier Maggi will donate £1 for every tagged selfie for 12 days until Christmas Day. The company has also pledged to donate 50p for every retweet.
Qualifying pictures should be tweeted to @MaggiRealChefs and tagged #averymaggixmas. Donations will be capped at £3,000.
Hospitality Action supports people suffering from life altering illnesses, experiencing poverty or isolation.