Celebrity chef Jamie Oliver has pledged to donate £2 from every dish of Bucatini all' Amatriciana sold at his Italian-themed restaurants to the rebuilding efforts following Italy's devastating earthquake on Wednesday.
The pasta dish, made with tomato sauce and pork jowl, and topped with cheese, comes from Amatrice - an area which severely damaged by the quake.
Oliver said he and 700 chefs at his Jamie's Italian UK restaurants will serve up the hearty dish to fund the Italian Red Cross and help pay for firefighters, camps, food, clothing and medical assistance.
"We're putting it on the specials tonight and this is going to go on for months," he said.
"I think we can raise thousands and thousands and thousands of pounds."
Residents of Amatrice had been preparing to host an annual food festival this weekend dedicated to Bucatini all' Amatriciana.
Instead, they will be burying victims of the deadly quake, which claimed 278 lives - 218 of them in Amatrice.