Our colleagues across the country have been busy putting stickers on everything from melons to baps to surprise customers and encourage them to "have a good feel – check your boobs today".
It's part of our Tickled Pink campaign for Breast Cancer Care and Breast Cancer Now, who want to reach the one in two women who don't regularly check themselves.
Our Gosforth store's community champion Michelle Castledine said: "It was a giggle when one customer asked me what I was doing with the stickers. We had a good laugh about it – it's a really fun way of getting the message across. Hopefully when she got her pears and melons home, she looked at the stickers and remembered to check herself."
Tickled Pink has been raising money and awareness to help tackle breast cancer for more than 20 years, and as well as the stickers on products, colleagues are arranging a series of other in-store activities to support this year's campaign.
Emma Gittoes, our national community manager, said: "Our brilliant community colleagues are raising awareness of the importance of regular breast checking with a guerrilla-style stickering task. Colleagues have been placing the stickers on Asda own label products to surprise, engage and encourage customers to remember to regularly check their breasts for the signs and symptoms of breast cancer.
"It’s a bit cheeky and disruptive, but it is not making light of a really important health check message. Sadly, one in eight women will be diagnosed with breast cancer and with more than one in two women not checking regularly and one in ten saying they have never checked.
"It is important for us as a business with a rich heritage in supporting breast cancer awareness through our Tickled Pink campaign to use our scale to try and create behavioural change in breast checking awareness and action. We want to break down the barriers to access support and advice around breast health awareness.
"We have fantastic breast health information in store but we signpost anyone to our amazing partners Breast Cancer Care and Breast Cancer Now as the experts for more advice and support. The purpose of the stickers is to get people checking and to provoke conversation. We want everyone to be their own breast friend but also to share the care and ask their friends and families to be their own breast friends too. It only takes a few minutes every month to check, it’s about knowing what is normal for you and checking regularly."
Download the Be Your Breast Friend guide with information on what to look out for here.
Our colleagues have come up with lots of fun and creative ways of using the stickers to spread the message. Our Hunts Cross store's community champion Laura Thomas encouraged a colleague to get involved with stickers on watermelons...
The team at Havant were very keen to spread the message...
Mary Williams from our Wrexham store shared this fun photo...
Our Reddish store's community champion Laura Biddulph has been busy plastering stickers on buns:
Here's Christine at our Kingshill store promoting the campaign:
The bakery team at our Elgin store were happy to get involved...
...as were the team at Asda Rugby!
Be Your Breast Friend: Check out our handy guide for tips on how to check yourself and what to look out for here.