General Mills is proud to announce its continued partnership with ASDA’s Tickled Pink campaign in a mission to raise £7 million for national breast cancer charities across October.
By supporting this initiative, General Mills aims to help raise awareness about breast cancer, support early detection and contribute to vital research and life-changing support for those affected by the disease. As part of this effort, 10% of all sales of Old El Paso’s Smoky BBQ Fajita Kits and Häagen-Dazs’ Fruit Collection in ASDA stores will go directly towards funding essential breast cancer research and supporting earlier diagnosis and treatment.
After last year’s success with its Crispy Chicken Fajita Kit, Old El Paso intends to make an even bigger impact this year with top performing SKU, the Smoky BBQ Fajita Kit. Packs will stand out on shelf with eye-catching, limited-edition Tickled Pink branding, supported by General Mills with a significant in-store investment to engage shoppers.
As well as Old El Paso, Häagen-Dazs’ Fruit Collection is joining the initiative with special edition packaging of its own. This is a landmark moment for the premium ice cream brand, being the first occasion Häagen-Dazs has gone ‘fully pink’, complete with clear back of pack messaging reminding shoppers to take a moment to check their chests in the time it takes for a Häagen-Dazs ice cream to reach optimum temperature.
A selection of POS developed for the fundraiser will offer greater consumer visibility in aisle, supported by in-store informational resources as well as online with a digital awareness package.
Jon Pash, Asda customer director, said: “We are honoured to be a part of ASDA’s Tickled Pink campaign again this year, contributing to both breast cancer research and raising awareness for earlier diagnosis.
“Through our Old El Paso and Häagen-Dazs brands, we are dedicated to supporting ASDA in making a real difference in the lives of those affected by breast cancer.”
