Asda's Tickled Pink campaign has raised a whopping £100 million over 30 years. This isn't just fundraising — it's embedding a cause into the culture of a business. 🎗️🩷
In this episode, I sit down with the team behind it all — Emma Betts (Asda), Rachel Carrington (Breast Cancer Now), and Jo MacSween (CoppaFeel!) — to unpack why this partnership why been so successful, both socially and commercially.
What retail leaders will take from this: → Why long-term charity partnerships outperform short-term campaigns — commercially and culturally → How supplier involvement turned a cause into a £2.5M fundraising engine → The "phygital" future: combining physical and digital channels to drive awareness and donations → Why £1.8M came from self-checkout tills alone — and what that tells us about micro-donations → How CSR strategy can drive measurable shifts in customer behaviour and brand perception
This is a fabulous feel-good story. It's also a masterclass in purpose-led retail strategy. 🫶
🎙️ Guests:
Emma Betts — Head of Tickled Pink Partnership, Asda Rachel Carrington — Head of Principal Partnerships, Breast Cancer Now Jo MacSween — Director of Fundraising, CoppaFeel! Retail Disrupted™ is a Top 5% Global Podcast hosted by retail analyst and author Natalie Berg. New episodes explore the trends reshaping the future of shopping.
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