Marcus Rashford has appealed to NHS staff to help needy families get access a Government scheme offering food vouchers.
The footballer urged medics to boost take-up of the Healthy Start scheme, which helps poorer families with young children to buy healthy items such as fruit, vegetables and milk.
The Manchester United and England forward shamed the Government into two u-turns on feeding kids during the holidays as part of his high-profile campaign against child hunger.
Rashford, who relied on free school meals as a child, previously described the stigma attached to seeking help like Healthy Start vouchers as "the most silly thing I've ever heard".
Pregnant women and parents of children under four-years-old are entitled to Healthy Start vouchers if they receive certain benefits.
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Mums under the age of 18 also are also eligible for the scheme.
In an open letter published in The BMJ, Rashford said: "While we have seen 57,000 more parents benefit from the scheme as a result, I'm concerned we are plateauing.
"More than 40% of those eligible for the vouchers are still not registered for the scheme, and I'm confident that the majority of these parents can be found in communities just like mine, where I grew up - no internet, no high street, no word of mouth."
He urged NHS staff to help drum up interest and to use an online eligibility calculator to ensure patients do not miss out.
Rashford said: "In conclusion, and not to beat around the bush, we need you.
"Every single one of you, to help us reach those most in need in our communities, especially given the planned digitisation of the scheme this autumn, which will disproportionately disadvantage those without easy access to the internet."
Shadow Child Poverty Secretary Wes Streeting accused the Government of leaving the football star to do their work for them.
"More and more children are living in poverty under the Tories," he said.
"With no government strategy for lifting children out of poverty, once again we see Marcus Rashford having to do the Government's work for them."
The 23-year-old has won major plaudits for his campaigning and became the youngest person to top the Sunday Times Giving List by raising £20 million in donations from supermarkets.
He launched a cooking tutorial programme with Michelin-starred chef Tom Kerridge earlier this year, to boost take up of Healthy Start vouchers.
Celebrity pals including Joe Wicks, Fearne Cotton, and England team mates Tyrone Mings and Conor Coady have whipped up the recipes in a series of social media videos.
