Skip to main content

Asda Tickled Pink celebrates an incredible 25 years supporting UK breast cancer charities

October 7, 2021 11:12am
Share this on

A host of recognisable faces with a personal connection to breast cancer have come together to help mark 25 years of Asda’s Tickled Pink campaign by modelling this year’s Tickled Pink charity t-shirt, available exclusively at George at Asda.

Working with Breast Cancer Now and CoppaFeel! Asda’s Tickled Pink campaign is the longest running UK corporate charity partnership, raising over £71million to date for world-class research, life-changing support and vital breast awareness information to help change the future of breast cancer in the UK.

Breast cancer is the most common cancer in women in the UK with one woman diagnosed every 10 minutes and whilst much progress has been made, the need for further breast cancer research, support and awareness remains as important as ever.

In a series of ‘Doortraits’, celebrities and influencers have been photographed wearing this year’s official anniversary t-shirt outside their homes across the country. Turning their front doors pink in celebration of the anniversary, supporters include presenter and breast cancer campaigner Lorraine Kelly, actress Fay Ripley – who famously moved Cold Feet viewers to tears when her character Jenny was diagnosed with breast cancer – author Emma Campbell, who is living with Stage 4 breast cancer, and comedian Katherine Ryan. Olympic gold-medallist Denise Lewis, who sadly lost her grandmother to breast cancer, also joins the campaign, having previously cycled 25km for Breast Cancer Now, alongside presenter Gaby Roslin who is taking part in memory of three friends who tragically lost their lives to this devastating disease. Joining them is Steve Bland, host of ‘You, Me and the Big C’ podcast and widower of newsreader Rachael Bland, Liberty X star Michelle Heaton, who had risk-reducing surgery after discovering she carries the faulty BRCA2 gene, and actress Georgia May Foote. CoppaFeel! patron Dermot O’Leary is supporting the campaign, as is CoppaFeel! ambassador Olivia Bowen and her husband Alex.

In addition to the official anniversary t-shirt, the wider collection includes exclusively designed slogan sweatshirts, pyjama sets and socks.

As part of the anniversary celebrations this Breast Cancer Awareness Month, the partnership has its sights on setting a Guinness World Record on 7 October. In a bid to break the record for the greatest number of people performing the same dance at the same time on Instagram, JLS star Aston Merrygold has choreographed a ‘moves for boobs’ dance to raise awareness of the signs and symptoms of breast cancer in both men and women. Aston is calling on the nation to join him by performing the simple breast check dance and uploading it to their Instagram grid between 12noon and 1pm with the hashtag #movesforboobs to help beat the record and raise awareness of the importance of being breast aware.

And shoppers may spot some changes in-store too, with a number of well-loved brands turning pink on supermarket shelves: Ambrosia, Cadbury, McVitie’s, Swizzels, Flipz and John Frieda are all turning their product packaging pink with profits from the sale of these goods going to Breast Cancer Now and CoppaFeel!

Tickled Pink is working with Breast Cancer Now and CoppaFeel! to change the future of breast cancer in the UK. Together we are championing regular boob checking and educating our community of colleagues, customers and suppliers to be breast aware, alongside raising vital funds for research and support for those affected by the disease.

This year’s Tickled Pink collection will be available to buy in Asda stores across the UK and online throughout October, with a percentage from each product sold going to support the important work of Breast Cancer Now and CoppaFeel! The donation will be divided at a 80/20 split to Breast Cancer Now and CoppaFeel! respectively.

  • Exclusively designed women’s t-shirt £8, donation £1.20 (10%)
  • Exclusively designed men’s t-shirt £10, donation £1.04 (15%)

For further information please visit: asda.com/tickled-pink


Our story


© ASDA 2024