23/10/2026
Community champion Jo from our Pwllheli supermarket is a passionate supporter of our Tickled Pink breast cancer campaign – raising tens of thousands of pounds for charity partners Breast Cancer Now and CoppaFeel! over the 20 years since the store opened.
It's a cause very close to Jo's heart. She said: "Tickled Pink means so much to me as I have lost so many of my family and friends to breast cancer, including my mum, grandmother, my sister and my aunt, and I've had a few health scares myself. To me Tickled Pink is all about hope, awareness, kindness, knowledge ... and vital fundraising. It's also about having fun with colleagues and customers and of course wearing lots of pink – tutus, wigs, you name it, we love pink! Whenever I have a Tickled Pink event in our store the conversations that I have with customers about their cancer journey is often very emotional and sad, but hearing people's good news is wonderful, as there really is hope."
Thanks to the generous support of customers and colleagues Asda has raised more than £100 million for charity since Tickled Pink launched in 1996 – and Jo says it's so important that it continues to raise awareness: "Early detection is so important so please to check your chest, pecs and b***s no matter your age, that includes men too! And if you find anything that doesn't feel right, please see your GP."
