Asda is stickering items including buns, baps and pancakes to raise awareness of breast cancer.

As part of its Tickled Pink campaign for Breast Cancer Care and Breast Cancer Now, staff across the country have been placing stickers with the message ‘have a good feel – check your boobs today’ on a variety of products such as melons, bread loaves and iced buns.

The move is part of a ‘guerrilla-style’ campaign to encourage customers to check their breasts more regularly, noting that half of women neglect to do so.

“Colleagues have been placing the stickers on Asda own-label products to surprise, engage and encourage customers to remember to regularly check their breasts for the signs and symptoms of breast cancer,” said Emma Gittoes, national community manager at Asda.

“It’s a bit cheeky and disruptive, but it is not making light of a really important health check message.

“It is important for us as a business with a rich heritage in supporting breast cancer awareness through our Tickled Pink campaign to use our scale to try and create behavioural change in breast checking awareness and action. We want to break down the barriers to access support and advice around breast health awareness.”