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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