Asda Works With Brands to Support Breast Cancer Awareness
U.K. retailer Asda has kicked off its annual Tickled Pink campaign in support of Breast Cancer Awareness Month.
[Also see Asda's extensive Retailer Profile (P2PI members only)]
The effort includes more than 200 products with a pink packaging makeover — and often breast cancer awareness messaging on the label.
When customers buy participating products, a portion of the sales benefit breast cancer charities. Participating brands in Asda stores and on asda.com include Coca-Cola Co.'s Diet Coke, Kraft Heinz's Heinz Baked Beans, PepsiCo/Frito-Lay's Walkers Crisps, Nestle UK's Aero Strawberry Melts and Shreddies cereal, Unilever's Hellman’s Mayonnaise and Marmite, and Burton's Biscuit Co.'s Jammie Dodgers.
Also in the 2024 campaign:
An exclusive T-shirt designed by Amy Dowden. The "Strictly Come Dancing" dancer and breast cancer awareness advocate collaborated with George at Asda’s in-house team to design a top in two colors.
From Sept. 19 to Oct. 16, customers who make a one-pound purchase at more than 205 Asda Cafes get two free Warburtons crumpets; 150,000 pounds will be donated to the campaign.
Asda Rewards customers who buy four Tickled Pink-labeled products receive 1 pound back in their cashpot (where rewards earnings are banked to be used toward future purchases).
In 2023, shoppers shared images and videos of Tickled Pink products on social media. This year, social media activity is once more helping raise awareness of the campaign.
“We are proud to have so many of our suppliers supporting this year’s Tickled Pink campaign and turning their iconic brands pink,” Kris Comerford, Asda’s chief merchandising officer, said in a statement. “It’s set to be one of our biggest ever years with over 200 products available both in stores and online, giving customers the opportunity to donate by purchasing everyday household and clothing items.”