Fred Sirieix, Heston Blumenthal and Tom Kerridge are the faces of a new campaign by Hospitality Action.
Hospitality Action has been providing financial support to people working in hotels, restaurants, pubs and cafés since 1837.
The campaign aims to address loss of revenue suffered by all restaurants and cafes due to coronavirus.
All eating out places were ordered to close on March 23 and were closed until restrictions were eased from July 4.
Those that have reopened have had to do so with social distancing and other COVID-secure measures in place.
The initiative asks owners and customers of restaurants, bars, hotels and takeaways to sell and buy ‘Invisible Chips’ to raise money for people in the sector.
The charity is asking food outlets to add ‘invisible chips’ to their menu priced the same as the real thing with diners asked to add a portion or two to their order.
Pub and restaurant group Brewdog has signed up to the campaign with steak restaurants Hawksmoor and Gaucho set to join in.
Mark Lewis, chief executive of Hospitality Action, said: “I’m incredibly excited to launch the Invisible Chips fundraising campaign and want to thank all of the chefs and restaurateurs who have helped along the way or have already agreed to add Invisible Chips to their menu.
“Back in March when we launched our Covid-19 Emergency Appeal we knew the hospitality industry was in for a rough ride.
“While the funds we’ve raised have enabled us to help thousands of people up and down the country, there is still a huge amount of help needed”.
“Hospitality venues are an intrinsic part of the fabric of our lives. They’re where we play out our biggest life events, from first dates to exchanging vows, and from meeting old friends to toasting the dear departed,” said a spokesman.
“But it’s taken COVID-19 to make people up and down the country realise how much they love their favourite pubs, bars, restaurants and hotels - and how keenly they miss them.
“Our new fundraising campaign is asking the public to achieve something rather wonderful - by buying a portion of nothing.
“Purchase a portion of Invisible Chips and you’ll be helping support people working in hospitality whose livelihoods are disappearing.
“Why chips? Everyone loves chips. Our Invisible Chips are zero per cent fat and 100% charity.
”They’re simple to prepare, they don’t take up freezer space, and they’ll never go past their sell-by date.
“So please chip in to buy a portion of Invisible Chips to help us support hospitality families in financial crisis,” they add.
To take part visit www.invisiblechips.org.uk to sign up or order a portion to enjoy at home.