First supermarket signs up to #Brahijack campaign

Tesco has become the first supermarket to commit to breast cancer awareness charity CoppaFeel!’s #brahijack campaign.

Potentially life-saving bra labels, which remind consumers to check their boobs, have been introduced into the backs of F&F’s co-ordinate and everyday lingerie ranges available online and in over 600 Tesco stores nationwide.

CoppaFeel! CEO Kris Hallenga said: “We’re super excited that F&F have committed to #BraHijack. Their nationwide reach to women is amazing and we can’t wait for the lingerie to drop into stores and help spread our boob checking message.”

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Launched in October 2013, BraHijack is an ongoing campaign to educate people on the importance of checking their breasts regularly and knowing the signs and symptoms of breast cancer.

Large-cup British brand Curvy Kate and online retailer Very.co.uk were the first companies to sign up to BraHijack, before Gossard, Panache, Lepel, Tutti Rouge, Ann Summers and ASOS followed suit.

F&F head of Buying for Essentials Rosie Robbins said: “We are really excited to be supporting the CoppaFeel! #brahijack campaign – it’s incredibly important women check themselves regularly for breast cancer because it really does save lives. These little reminders have huge potential to make a real difference in the fight against breast cancer.”

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