Tesco sought a celebrity to endorse their Stronger Starts campaign, an initiative that helps thousands of local community projects and good causes across the UK, focusing on food security and support for young people. Open to schools, charities and non-profits, it funds initiatives like breakfast clubs, after-school programs, food banks and healthy eating projects. Customers can vote for their favourite cause using blue tokens at checkout, ensuring support reaches those in need. Tesco colleagues can also nominate local projects, with funding distributed by charity partner Groundwork. The aim of the Stronger Starts campaign is for Tesco to empower communities and help children and their families access nutritious food and essential resources for a brighter future.