St Pierre swaps iconic orange for pink in first-ever Tickled Pink activation

The UK’s number one savoury brioche brand^[1] launches limited-edition ‘Check Your Buns’ packaging in Asda to support Breast Cancer Awareness Month.

St Pierre has swapped its iconic orange packaging for pink for the first time, launching a limited-edition version of its Brioche Buns exclusively in Asda, in support of the retailer’s Tickled Pink campaign.

Available throughout October, the packs mark St Pierre’s first-ever on-pack Tickled Pink activation, with 10 per cent of retail sales donated to the campaign.

Featuring a playful design that transforms the brioche buns into a lingerie-inspired bra, along with back-of-pack messaging encouraging shoppers to “Check Your Buns”, the activation uses St Pierre’s distinctive brand personality to help spark conversations around breast awareness during Breast Cancer Awareness Month.

Replacing the brand’s renowned orange packaging for the duration of the initiative, the packs bring a striking splash of pink to the bakery fixture. The activation also benefits from prominent gondola-end displays in 130 Asda stores, helping to drive shopper awareness and support fundraising efforts throughout the month.

Tickled Pink is celebrating its 30th anniversary in 2026 and has raised more than £100 million to date^[2]. The campaign supports Asda’s charity partners Breast Cancer Now and CoppaFeel!, helping to fund breast cancer research, education and support services.

The initiative marks the first time the brand has brought its support for Tickled Pink directly to shelf through dedicated packaging.

Gill Riley, Global VP of Marketing at St Pierre Groupe, comments: “Our orange packaging is one of the most recognisable brand assets, so changing it isn’t something we do lightly. Turning it pink for Tickled Pink gave us the opportunity to support a fantastic cause in a way shoppers can’t miss.

“By adding a little extra ‘oh là là’ to our packaging, we’re using the personality of the St Pierre brand to encourage conversations. The creative embraces the playful spirit of St Pierre while supporting a serious and important cause, creating something that stands out on shelf and encourages people to engage with the message behind it.

“We’ve supported Tickled Pink in different ways over the years, but this is the first time we’ve taken that support directly to shelf. We hope the packs will encourage shoppers to stop, take notice and get behind Tickled Pink this October.”

St Pierre Brioche Buns are available in Asda now until the end of October in limited-edition Tickled Pink packaging, priced at £1.75 on promotion, with 10 per cent of retail sales donated to the campaign.