Asda Tickled Pink

Client: Breast Cancer Now and CoppaFeel!

Asda Tickled Pink is one of the UK’s longest-running and most impactful corporate-charity partnerships, spanning 30 years and demonstrating how sustained collaboration can deliver social change. Launched in 1996, the partnership between Asda, Breast Cancer Now and CoppaFeel! works to reduce the impact of breast cancer through awareness, behaviour change and long-term funding for research, education and support.

In 2022, the partners co-created a five-year strategy, aiming to encourage one million more people to check their chest regularly, support 100,000 first-time checkers and raise £100 million to fund life-saving work.

By 2025, the partnership had scaled its reach through Asda’s everyday products and platforms. Over 200 Tickled Pink food, drink and household products were activated, with branded packaging and chest-checking prompts embedded into routine shopping moments nationwide.

The £100 million target was achieved ahead of schedule in August 2025, enabling sustained investment in research, support services and education.

Delivered through a robust national-to-local model, the partnership leverages Asda’s scale - over 1,100 stores, 140,000 colleagues and millions of weekly customers - alongside strong supplier engagement and a nationwide network of community champions, demonstrating how long-term commitment and commercial innovation can deliver lasting benefit for society, charities and business alike.