The brand is donating £100,000 to the research and care charities Breast Cancer Care and Breast Cancer Now through Asda Tickled Pink. The limited-edition pink pack will appear at the front of Asda stores nationwide throughout October to celebrate Breast Cancer Awareness Month.
Asda and Weetabix will be supporting the campaign with bespoke activations and radio adverts in store, as well as online and across social media.
Charlotte Hunt, Senior Brand Manager at Weetabix says: “We’re proud to be tickling our Weetabix Original packs pink for Breast Cancer Awareness Month. Asda does fantastic work with Tickled Pink and we’re delighted to be a part of it this October – we’re encouraging all shoppers to pick up our vibrant limited-edition packs to support Breast Cancer Care and Breast Cancer Now.”