He rashly promised to carry out one of his cookery segments in the nude if This Morning won a National Television Award - and Gino D'Acampo fulfilled his promise today by cooking without his clothes on the show.
To whooping and cheering from the crew and much hilarity from hosts Holly Willoughby and Phillip Schofield, the 34-year-old saucy Italian came onto the set wearing just an apron following the show's victory last night.
However, as he started cooking his gammon dish, he whipped his apron off - and revealed that some This Morning fans had sent in handmade knitted 'willy warmers' which he was wearing to protect his 'meat and two veg'.
Bum note: Gino D'Acampo promised to cook naked on This Morning if the show won a National Television Award - and carried out his pledge today, watched by hosts Holly Willoughby and Phillip Schofield
Giggles: Holly and Phillip spent most of the segment, where Gino cooked a gammon dish, either laughing or not knowing where to look
But the celebrity chef got bothered with the wool, and soon whipped them off too - included one knitted in the colours of the Italian flag - to the mock horror of Holly, 29, and Phillip, 48.
Phillip kept shaking his head in disbelief, saying: 'Never in my life would I have believed we would do this.'
Holly however managed to keep her mind on the job at hand, and asked Gino whether or not the meat used in the dish should be smoked or plain.
Strip: The Italian chef decided to ditch the pinny too
Freedom: Gino bares his torso - complete with tattoo - as his gammon continues cooking
Knit wit: The star, who won I'm A Celebrity in 2009, revealed that viewers had sent him homemade warmers
In ad breaks, Phillip first Tweeted a picture of Gino still fully clothed behind his cookery counter ready to cook up a storm, having revealed earlier on the show that the work surface had been raised by a few inches to reach Gino's waist - and save more sensitive viewers from being offended.
Unabashed, the finally fully naked Gino - who won I'm A Celebrity in 2009 - then tackled cooking the meat dish.
The recipe involved him rather bravely fry the gammon steak in butter with chilli and chopped parsley, despite the dangers of splashing.
Phillip quipped: 'I still think you should have barbecued.'
Italian dressing: The chef had arrived at the studios ready to cook today's recipe fully-clothed
Holly didn't know where to look when she joined Gino behind the counter to mash up some peas with mascarpone, and even Phillip had to go behind and avert his eyes when he took some savoury potatoes out of the oven.
With the meal finally finished, Holly and Phillip tucked in as the crew applauded Gino - but Phillip warned the still nude chef: 'For heaven's sake, don't bow!'
He concluded: 'Well, I think that was all really rather dignified, don't you? I think we got away with that.'
Bottoms up: Phillip, Gino and Holly with the National Television Award gong won by This Morning - meaning the chef had to lose his clothes
Winners: The This Morning team on stage collecting their award for Best Magazine Show at the National Television Awards at London's O2 Arena last night
This Morning won Best Magazine Show at the National Television Awards last night - and Phillip celebrated with a takeaway McDonalds following the awards.