WINNER: Asda Tickled Pink

Asda

Client: Breast Cancer Now & CoppaFeel!

Asda Tickled Pink launched in 1996 after Asda colleagues lobbied the business to support breast cancer charities. 25 years later, the partnership has raised over £76 million and the long-standing support from colleagues and customers is stronger than ever.

What makes this partnership outstanding is the way that all three partners have worked together; this has been in various iterations, most recently with CoppaFeel! joining in 2020. To make the most of our unique assets and allow the partnership to be greater than the sum of its parts, the partners have become a team who truly listen to each other and work through challenges together.

Since moving to a shared purpose model in 2017, the partnership has achieved more than ever before, through impactful, tailored campaigns, intentionally disruptive content and on the ground interventions, all aiming to improve breast checking behaviours, deliver support for those that need it and fund research that will ultimately save lives. Against the context of an ever-changing landscape in breast cancer, corporate partnerships, and retail, we have been able to adapt the partnership, so it remains relevant, engaging and rooted in our unwavering commitment to improving outcomes for those diagnosed with breast cancer.