Asda Tickled Pink

Client: Breast Cancer Now and CoppaFeel!

Asda Tickled Pink was created after colleagues called for the business to support breast cancer charities. For 30 years, Asda colleagues, customers and suppliers have given their time, platforms and voice to raise funds and awareness, making Tickled Pink one of the UK’s longest-running retail-charity partnerships.

Today, the partnership brings together Asda, Breast Cancer Now and CoppaFeel! to fund world-class research, deliver vital education and provide life-changing support. Through everyday retail touchpoints, Tickled Pink helps more people check their boobs, pecs or chests, access trusted breast cancer information and support when they need it.

Asda’s clothing and homeware brand George plays a central role in delivering this impact. Life-saving chest-checking messages are embedded across George clothing and homeware ranges, from limited-edition collections to core, year-round products, both in store and online. By integrating breast awareness and signposting directly into the shopping journey, George transforms fashion and homeware into a powerful public health platform - encouraging customers to check their chests, recognise the signs and symptoms of breast cancer and understand where to turn for support.