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Tom Fletcher and his son Max melted hearts as they shared a touching moment during lunch time on Thursday.
The proud dad, 35 - who has three sons with I'm A Celebrity's Giovanna Fletcher - revealed the innovative way that he encourages his son to eat his food.
The adorable Instagram clip comes just one day before the I'm A Celebrity...Get Me Out of Here champion is crowned on ITV.
Sharing the cute moment with his 1.9 million Instagram followers, the McFly heartthrob explained that the only way his youngest Max eats his food is if he thinks he's stealing his dad's dinner.
As a result, Tom has to pretend he is about to take a huge mouthful - before Max swoops in and takes a bite.
The precious moment, that Tom captured on video, also featured the dad of three giggling with his son and sharing lots of kisses and cuddles.
"The only way I get him to eat his dinner it to pretend it's mine and he's stealing it," Tom wrote alongside the clip.
In the Instagram stories, Tom took several attempts at trying to eat the food.
"Did you just... did you just eat my dinner?" Tom expressed in shock as Max giggled beside him.
Max went on to eat several mouthfuls and even took a bite out of a runner bean in the clip.
Tom's super cute video came shortly after his wife Giovanna became the only remaining female contestant in this year's I'm A Celebrity.
In the last few weeks, Giovanna's husband has shared lots of supportive messages as he eagerly watched the show alongside their sons Max, Buddy, four, and Buzz, six.
With just one more day before the final, Giovanna faces stiff competition and some more trials before the winner is announced.
In a teaser of tonight's show, Giovanna and her campmates Shane Richie, Vernon Kay and Jordan North will all face a very slippery challenge as they try to collect more stars.