Asda launches pink trolley campaign for breast cancer awareness

Asda is launching a breast cancer awareness initiative this October by deploying 500 pink shopping trolleys across 10 stores in the United Kingdom. The campaign specifically targets regions identified as ‘checking deserts’—areas where chest-checking rates are among the lowest, including the West Midlands, Wales, Scotland, the East Midlands, London, and Yorkshire.

The initiative is part of the supermarket’s ‘Tickled Pink’ campaign, which has raised over £100 million over the last 30 years. The pink trolleys feature chest-checking guidance and QR codes that link customers to information from charity partners Breast Cancer Now and CoppaFeel!. Shoppers can also access Asda’s ‘Pledge-o-Meter’ via QR codes to commit to regular health checks.

Asda’s research indicates that 33% of surveyed individuals have never established a regular chest-checking routine, with rates as high as 39% in the West Midlands. While 47% of respondents expressed a desire to monitor their health more closely, 15% reported a lack of confidence in knowing how to identify potential signs or symptoms. In addition to the trolleys, the campaign includes messaging on selected products and on approximately 900 million till receipts.