'AI celebs' to star in Tesco Stronger Starts programme

Tesco is ramping up its activity for community projects under the Tesco Stronger Starts initiative – open to all schools, registered charities and not-for-profit organisations – by embracing artificial intelligence to offer customers hyper-personalised video messages, with celebrities acting as project champions.

The scheme, which supports a range of local projects focused on food security, children and young people, has been developed by creative communications group DRPG, and the first iteration allows customers to make videos featuring an avatar of Olympic gold medallist Dame Jessica Ennis-Hill.

The new campaign allows users to select from a list of local children’s groups who are part of the current ‘Tesco Stronger Starts’ voting round and give their reason for selecting.

The Jessica Ennis-Hill avatar then mentions customers by name, explaining why their vote is going to a good cause, with users then able to upload the video to their social channels.

‘Tesco Stronger Starts’ wider social campaign is supported by BBH.

DRPG head of creative Martin McKean said: “We’re entering a brave new world of hyper-personalisation in communications and advertising where a film is no longer something you just watch – your customers and employees can become part of the story. The possibilities are limitless.”

Tesco UK marketing director Murray Bisschop added: “We’re really excited about this campaign, and we hope it encourages even more customers to vote with their blue token and support the local causes that matter to them.

“Tesco Stronger Starts is all about giving children across the UK a stronger start in life, by helping fund healthy food and activities that can improve their physical health and mental wellbeing – from breakfast clubs to playground equipment, and football kits to gardening classes.”