A big thank you to all our customers and colleagues who are getting behind our Tickled Pink breast cancer charity campaign.

Tickled Pink has raised more than £64 million for Breast Cancer Care and Breast Cancer Now over the last 23 years – funding breast cancer research and life-saving support.

Our campaign has a huge impact on the lives of those affected by breast cancer – raising money via store fundraisers, pink products in store, as well as raising awareness of breast cancer and reminding everyone how important it is to regularly check themselves for signs of anything unusual.

To raise money for the charity’s important work, breakfast-themed fundraising activities will take place in stores throughout October’s Breast Cancer Awareness Month.

Community champions from some of our stores in Glasgow and Edinburgh put on pink T-shirts, wigs and sleepwear to show their support for Tickled Pink:

They're not the only ones dressing up in pink – here are colleagues from our Scunthorpe store:

And here are colleagues at our Rugby store getting into the spirit of things during a fundraising day they organised:


Jackie Burt, the community champion at our Cramlington store, shared this photo of colleagues from our stores across the North East coming together to support Tickled Pink:

Jackie said: "We had a bike challenge, tombola, hoopla and pick a straw. It was a fantastic morning raising nearly £700. Well done and thank you to everyone for their support!"

We're also holding pyjama parties and pink breakfasts in some of our stores to get behind the campaign. Here's Jo Scott, the community champion, dressing up in a onesie to raise awareness of the pyjama party she's organising at our Pwllheli store:

Look out for volunteers holding bucket collections for Tickled Pink in many of our stores across the country from 11am-3pm on Saturday 5th and Sunday 6th October. Here's Danni Connah from our Kingswood store in Hull supporting last year's appeal. She's been given the all-clear this summer after being diagnosed with breast cancer last year:

Colleagues are supporting the campaign in a variety of creative ways. Linda Edwards from our Wolverhampton store made these brilliant buttons, bows and pompoms for Tickled Pink. She sold them to her friends in the store and they're wearing them with pride to show their support:

Mary Williams, community champion at our Wrexham store, share this photo of colleagues supporting a fundraising tombola:


One of the key themes of our Tickled Pink campaign is to "be your breast friend" by regularly having a good feel, and taking action if you notice anything unusual. To support the message, Daniel Roberts and brave colleagues from our Stafford store teamed up with Stafford Rangers Football Club for an awareness-building photoshoot:

Daniel, the store's community champion, said: Thank you to everyone who took part in a photoshoot to raise awareness of our Tickled Pink breast cancer charity campaign. They raised more than £400 by taking off their tops to get people talking about how important regularly checking yourself is – especially as we've lost colleagues and friends to breast cancer at our store in the year since our last campaign. We're now looking forward to running Tickled Pink events over the coming weeks so our message will be spread throughout our community."

At our Llandudno store, chatterbox colleague Rachel, pictured, who took art in a sponsored silence to raise funds for Tickled Pink.

Our Crawley community champion Laura Lavers shared this photo of colleagues supporting fundraising events in store.

Abbie Whitelaw, community champion at our Portlethen store, shared this photo of colleagues taking part in a pyjama party. She said: "It's always lovely to see colleagues engaging with the cause and seeing pink T-shirts all around the store was amazing!"

Our Southport community champion Sharon Gregory-Wareing shared this photo of colleagues holding a fantastic pyjama party.

And Susan Grant, community champion at our Longwell Green store in Bristol, shared her photo of colleagues raising money in store.


A collection of exclusive pink products will also be available to buy from Asda stores across the UK and online at ASDA.com throughout September and October. A percentage from each product sold will go to support Breast Cancer Care and Breast Cancer Now’s world-class research and life-changing support, including an exclusive pink Diet Coke can, pink Weetabix and a range of George clothing.

Baroness Delyth Morgan, chief executive of Breast Cancer Care and Breast Cancer Now, said: “Every 10 minutes, someone is told the life-changing news that they have breast cancer. The need for specialist care, support and information for people living with and beyond breast cancer and further pioneering research to stop women dying from this devastating disease, remains as important and urgent as ever.

"Thank you to everyone who is getting involved with Tickled Pink this year – from colleagues to customers, your generous fundraising is hugely appreciated and will make a real difference to the lives of people affected by this devastating disease now and in the future. With your support, we can continue towards our ambition that by 2050, everyone who develops breast cancer will live, and will receive the support they need to live well."