Asda Leith urges customers to become real self-checkers as biggest ever Tickled Pink campaign is launched


ASDA Leith colleagues have united to fundraise for the Asda Tickled Pink campaign, which funds world class research, life-changing support, and vital breast awareness information to help change the future of breast cancer in the UK. 

As part of its campaign to mark Breast Cancer Awareness Month, Asda Tickled Pink is on a mission to show customers how checking their boobs, pecs and chests can be as normal as their Asda shop. 

Now in its 27th year, Asda Tickled Pink is one of the UK’s longest running charity partnerships, and this year the range will see over 200 pink products from over 50 different suppliers hit the supermarket shelves. 

Sales of the products will help to raise vital funds for charity partners Breast Cancer Now and CoppaFeel! and the campaign will see support from some iconic brands who are turning their packaging pink, including Diet Coke and Heinz Baked Beans and in an historic first, the Warburtons Toastie Loaf. 

Asda stores across Scotland have organised a variety of fun activities to raise funds, such as Asda Leith who are hosting events in store to raise awareness. 

Sharon Gray, Community Champion at Asda Leith explained:  

“We’re delighted to do our bit in store for Breast Cancer Awareness Month, we want to encourage everyone that comes into the store to get involved in the campaign and to make sure they are a ‘real self-checker and have a regular breast check routine, we’ve placed lots of reminders in and around the store. 

“We have a whole range of fun activities happening in store to raise awareness and funds such as an ice bucket challenge, a ‘cyclathon’, where 35 of our colleagues cycled over 500 miles in store on electric bikes and ‘Brave the Shave’ where we shaved 3 of our colleagues’ heads – including my own. Four of the boys even got their chest and legs waxed. 

“So far we’ve raised £700 thanks to the generous donations of our customers and all the staff who got involved, it’s been amazing to see this much engagement with a campaign. This is actually my last week at Leith as I’m moving on to be Community Champion at the Asda Edinburgh store, and I’m so pleased to have been part of such an amazing campaign with the Leith store before I go.” 

Asda and its suppliers have created exclusive pink products that customers can purchase both instore and online, with a range of Asda own label products available to support the campaign and an exclusive George at Asda Tickled Pink clothing range. 

The Asda Tickled Pink campaign works with charity partners Breast Cancer Now and CoppaFeel! and they’re on a mission to make checking your boobs, pecs and chests, whoever you are, as normal as your Asda shop. The aim is to raise funds for breast cancer treatments, education and support. Together, they’re putting breast cancer awareness on everyone’s list. 

Throughout 2023, the retailer hopes to raise £7million through product sales and fundraising which is set to be the biggest year so far. The campaign has raised £82 million since it launched in 1996. 

Asda’s 2023 survey of its customers revealed that 2 in 5 Asda shoppers regularly check their chests. Yet 24% of female shoppers who have checked before, are forgetting to check regularly enough. Asda Tickled Pink aims to provide this all important reminder. 

Asda’s 2023 Tickled Pink campaign encourages everyone, regardless of age, gender or ethnicity to become Real Self-Checkers and establish a regular breast checking routine. In store POS will share the stories of five men and women who are this year’s Real Self-Checkers and highlight the importance of having a regular breast checking routine through their own personal journeys with the disease. 

Asda reward customers can also benefit from buying products as the retailer launches its very first charity rewards mission, it means that both the charity partners and customers benefit from purchasing the Tickled Pink range. While Breast Cancer Now and CoppaFeel! benefit from the product donations, customers will receive £1 in their cash pot for purchasing four products from the range. 

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