P&G, M&S, Deliveroo: Everything that matters this morning

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.

M&S takes Aldi’s Cuthbert the Caterpillar to court

Marks & Spencer is taking legal action against Aldi to “protect” the reputation of Colin the Caterpillar, which it believes has been threatened by the rival supermarket’s Cuthbert.

Cuthbert costs £2 less than Colin at £5, but the visual similarity of the two cakes leads consumers to believe they are of equal standard, M&S argues. Colin’s cheaper rival can therefore “ride on the coat-tails” of the company’s reputation for quality food.

M&S has three trademarks relating to Colin, and the retailer believes the caterpillar has acquired and retains an enhanced distinctive character and reputation. M&S wants Aldi to remove the product from sale and agree not to sell anything similar in future.

“Because we know the M&S brand is special to our customers and they expect only the very best from us, love and care goes into every M&S product on our shelves,” a spokesperson said.

“So we want to protect Colin, Connie and our reputation for freshness, quality, innovation and value.”

The product was first launched around 30 years ago. Many supermarkets have since created their own version of the cake, including Waitrose’s Cecil, Sainsbury’s Wiggles, Tesco’s Curly and Asda’s Clyde.

Mark Caddle, partner and trade mark attorney at intellectual property firm Withers & Rogers, says the popularity of Colin the Caterpillar in the UK market could aid M&S’s case.

“The High Court’s decision will rest on whether it thinks Cuthbert is too close to M&S’ branding and whether Aldi is seeking to benefit commercially by bringing a confusingly similar product to market,” he says.

P&G bridges gap between consumer intention and action on sustainability

After finding that “not knowing how” is the biggest barrier to acting sustainably, Procter & Gamble has launched a campaign to share how small actions at home can make a big difference for the planet.

A new study by the FMCG giant in the US finds 72% of people want to do more to be sustainable at home, while nearly 90% of parents are inspired by their children to do so. However, fewer than half make environmentally conscious choices as often as they’d like.

In the same study, 80% of respondents say they expect brands to help them live a more sustainable lifestyle.

The new campaign includes a short film titled ‘It’s Our Home’, which illustrates the small steps that can be taken around the house to help protect the planet.

“Meaningful change starts at home, and P&G brands have a big role to play – by helping consumers live more sustainably with no trade-offs in the superior performance they expect from our products,” says David Taylor, P&G’s president and CEO.

“P&G and our brands will continue to reduce our impact and help people be more sustainable at home to protect our planet – our shared home – for generations to come.”

P&G has pledged to commit 2,021 good acts this year as part of its ‘Lead with Love’ campaign.

Deliveroo orders double in Q1

Deliveroo has reported year-on-year order growth of 114% for the first three months of 2021, boosted by the temporary closure of restaurants under lockdown restrictions.

In its first trading update as a publicly traded company, the food delivery service recorded 71 million orders in total. In the UK and Ireland alone, orders grew 121% to 34 million.

At the same time, Deliveroo increased its monthly active consumer base by 91% to an average of 7.1 million globally, and in the UK now reaches 60% of the population. Gross transaction value (GTV) grew 130% overall to £1.65bn.

However, shares in the company fell as it warned the recent boom in orders is likely to fade.

“This is our fourth consecutive quarter of accelerating growth, but we are mindful of the uncertain impact of the lifting of Covid-19 restrictions,” says Deliveroo founder and CEO, Will Shu.

“So while we are confident that our value proposition will continue to attract consumers, restaurants, grocers and riders throughout 2021, we are taking a prudent approach to our full year guidance.”

Deliveroo’s debut to the stock market last month became one of the worst UK IPOs for a large company in history. Shares in the film plummeted as much as 30% in its first day of trading amid investor concerns about employee welfare.

Benefit Cosmetics backpedals after turning away NHS staff

Benefit Cosmetics has backtracked on a policy to refuse service for key workers at its eyebrow service bars.

The beauty brand was called out on social media this week by NHS staff members who had been turned away from the ‘brow bars’ on the basis that they may have been in contact with Covid patients.

Responding to a healthcare worker’s post on Facebook, the firm wrote that it had a “blanket policy” to refuse service to anyone who has been in contact “with anyone suspected of having Covid or its symptoms” to protect staff and other customers.

Following further backlash, Benefit tweeted that it had “listened” to the complaints and made changes to its policy, now allowing key workers to receive eyebrow and eyelash treatments if they were wearing medical grade PPE when in contact with Covid patients.

“We understand a beauty service is so important to our community and we can’t wait to welcome everyone back into our pink chairs, in the safest way we can,” the tweet read.

L’Oréal’s sales growth boosted by China

The French beauty group surpassed expectations by recording like-for-like sales growth of 10.2% over the first three months of the year.

L’Oréal says sales reached €7.6bn ($9.1bn) in total, driven by “remarkable” growth across the Asia Pacific region. Sales in mainland China alone rose by 37.9%.

The business also experienced strong recovery in North America, but Western Europe underperformed in comparison, as non-essential shops and beauty chains remained closed in countries including the UK, France and Italy. But online shopping has surged, with ecommerce growth at 47.2% globally to account for 26.8% of sales.

L’Oréal’s consumer products division, which sells brands including Maybelline and NYX, lagged behind other units as demand for make-up remains sluggish compared with categories like skincare.

However, chairman and CEO Jean-Paul Agnon says he is confident that L’Oréal can outperform the market this year and grow both sales and profits.

“In spite of the health crisis and the ongoing associated measures in some countries, particularly in Western Europe, the beauty market continues to recover,” Agon says.

“In an environment that is improving progressively due to the vaccination programmes, and thanks to the commitment and determination of the teams all over the world, L’Oréal is in a fighting spirit mode, focused on product launches and investments in growth drivers to support growth of its brands.”

Thursday, 15 April

CMA approves O2 and Virgin Media tie-up

Virgin Media and O2’s £31bn merger has been provisionally given the green light the UK’s Competition and Markets Authority (CMA).

The CMA says it is not concerned with the “overlapping of retail services” in mobile due to the “small size” of subsidiary Virgin Mobile. Instead, the watchdog is focusing on whether the merger could reduce competition in wholesale services provided by Vodafone and O2.

Virgin provides wholesale leased lines to O2’s rivals Three and Vodafone, which they use to connect key parts of their network.

Meanwhile, O2 provides mobile virtual network operators (MVNO) and rivals of Virgin Mobile, Sky and Lycamobile, access to its network to sell mobile services.

The CMA says it was “concerned” following the merger Virgin and O2 would increase prices or reduce wholesale service quality, and even withdraw services altogether to gravely affect rivals.

It explains if prices went up, Virgin and O2 offerings could be viewed as more attractive in the eyes of consumers but ultimately found the deal is “unlikely” to lessen competition.

Martin Coleman, CMA panel inquiry chair says: “Given the impact this deal could have in the UK, we needed to scrutinise this merger closely.

“A thorough analysis of the evidence gathered during our phase two investigation has shown that the deal is unlikely to lead to higher prices or a reduced quality of mobile services – meaning customers should continue to benefit from strong competition.”

Patagonia focuses on renewable power in latest campaign

The ‘We the Power’ campaign highlights community energy, a concept where groups of citizens produce their own renewable power and share the economic benefits among the local community. It enables people to cut off big energy monopolies and cut carbon emissions states Patagonia.

The campaign also driving legislative change to ensure communities can financially benefit from producing their own energy.

Patagonia environmental action and initiatives director Beth Thoren says: “The UK differs to mainland Europe in that there are restrictions on harvesting and selling energy to your community.

“This has been highlighted by Power For People, a not-for-profit organisation campaigning for the UK to rapidly transition to 100% clean energy, for this to benefit local communities and, specifically, for the Local Electricity Bill.

“If the Bill – now backed by well over a third of the House of Commons – became law it would enable people to directly purchase the energy produced in their local community, bringing wide-ranging community benefits and increasing the uptake of renewable energy.”

Trebor brings back ‘minty bit stronger’ jingle

Mondelez-owned confectionary brand Trebor has brought back its “minty bit stronger” jingle to coincide with a new campaign to mark its 100th anniversary.

The campaign aims to reawaken emotional connections consumers might have with the brand but also tap into a younger audience.

Trebor and agency Elvis are tapping into nostalgia by recreating the jingle which was created in 1969, with a gospel singer and new lyrics.

The campaign will be rolled out on radio and social. As part of the activity, consumers will have the opportunity to win a 100-mint-long promotional Trebor pack alongside large cash prizes, the brand’s biggest promotion in recent years.

Trebor brand manager Alistair Scrimgeour says: “Trebor has a history of distinctive advertising, and our ‘minty bit stronger’ jingle remains in the public’s consciousness to this day.

“To mark our milestone anniversary, we wanted to tap into the nostalgia and love that people have for the jingle while also reaching a whole new audience who may not have heard it before.”

Asda axes 1,200 in-store bakery roles

Asda is moving to a central bakery system which will deliver pre-baked bread to stores as it cuts in-store bakery jobs to meet customer demands.

Up to 1,200 jobs across the UK will be cut, but the brand will look to move those affected to other suitable roles, with redundancy the last option.

Asda says the current model of having in-store bakers restricted it from baking fresh products several times a day, currently it bakes fresh once a day.

Asda’s head of merchandising Derek Lawlor says: “The current in-store bakery model has restricted our ability to respond to changing customer demands.”

He adds the current model prevented the supermarket from offering shoppers “speciality products and freshly baked goods they want to buy throughout the day”.

Sainsbury’s recalls Hepatitis A contaminated dates

Sainsbury’s is recalling packs of its ‘Taste the Difference’ Medjool dates due to contamination concerns.

The recall comes after Muslims began fasting to observe the month of Ramadan. Muslims traditionally break their fast with dates after refraining from consuming food or water between sunrise until sunset.

The supermarket brand says it is “urgently investigating” to source the root of the contamination with suppliers and the Food Standards Agency.

Hepatitis A affects the liver and causes symptoms such as flu, mild fever, muscle pain, diarrhoea, loss of appetite and stomach pain.

A Sainsbury’s spokesperson says: “The safety of our products is our highest priority. We are asking customers not to consume these products and return them to their nearest store for a refund.”

Wednesday, 14 April

Covid costs hit Tesco profits

Tesco like-for-like sales rose by 7% to £53.4bn in the year to February 2021, with the supermarket also recording a 14.7% drop in total retail operating profit, which stands at £1,990m.

That latter figure reflects the costs of staying open under the pandemic, when demand for click-and-collect and other online services, as well as making physical stores safe for shoppers, meant considerable extra investment.

However, one major positive for the brand has been the resulting boost in online sales, which were up by 77% to £6.3bn during the past 12 months.

Tesco CEO Ken Murphy, who joined the supermarket brand in October says Tesco has shown “incredible strength and agility throughout the pandemic” and praised staff, describing them as “heroic”.

He adds: “While the pandemic is not yet over, we’re well-placed to build on the momentum in our business. We have strengthened our brand, increased customer satisfaction and improved value perception. We have doubled the size of our online business and through Clubcard, we’re building a digital customer platform.”

Meanwhile, it’s been announced that Thierry Garnier and Bertrand Bodson are to join Tesco as non-executive directors.

Garnier, CEO at Kingfisher, will join the renumeration committee from 30 April, while Bodson, chief digital officer at Norvatis AG, will be part of the corporate responsibility committee team from 1 June.

Clear Channel partners with Our Streets Now and Plan International UK against sexual harassment

Out-of-home media specialist Clear Channel has joined forces with campaigners Our Streets Now, and children and girls’ rights charity Plan International UK, to call attention to acts of sexual harassment in public.

The #CrimeNotCompliment campaign aims to make such harassment a criminal offence in the UK. Clear Channel will take the message to the streets with a set of visuals and real-life testimonials from victims.

A Plan International UK survey of over 1,000 girls aged 14-21 in the UK found that half of them have experienced public sexual harassment, one in three girls in school uniform have been sexually harassed in public and 94% think that the offence should be made illegal.

“At Clear Channel, we recognise that public sexual harassment is a serious, on-going issue and we’re keen to play an active role in driving those much-needed public conversations and changing unacceptable behaviours to make our communities safer for everyone,” says Clear Channel CMO, Martin Corke.

“We approached Our Streets Now and Plan International UK to help amplify their brilliant efforts and use our very public medium to spread the word about their mission far and wide.”

Siri leaks news of Apple event

Apple’s voice-activated virtual assistant appears to have leaked the details of an upcoming Apple product launch event.

Staff at Apple blog MacRumours asked Siri when the next Apple event was scheduled to take place, to be told it would be on 20 April.

With rumours of a new iPad Pro launch, possibly a range of iPhones and even a VR headset, Siri’s apparent indiscretion has got plenty in the tech community excited about what could be on offer in a week’s time.

Sky News reports that it could be Apple airtags, physical tracking devices that can be added to a keyring or similar and used to help find keys, or other daily items that have a habit of getting lost, via Apple’s Find My app.

Heineken voted 2020’s most creatively effective ad

UK market research company Kantar has crowned Heineken’s ‘Cheers to all’ as the most “creatively innovative and impactful” advert of 2020.

Kantar tested more than 10,000 ads around the world last year for its Kantar Creative Effectiveness Awards,

Produced by agency Publicis in the US, the Heineken slot challenges accepted notions of what drinks are acceptable for men and women, with a bartender mistakenly serving a cocktail to a woman and a bottle of beer to a man.

Bosch, with ‘Atino’, came second, with Burger King’s ‘Consignes 2 Sécurity – The Retour’, a France-based campaign, in third.

“Our winners today are from a diverse range of products and categories, and, as our report shows, use many different tactics in their creativity,” says global leader of Kantars creative domain, Daren Poole.

“The commonality they share is a commitment to creative excellence and a focus on ensuring their work performs exactly as intended.”

Grab valued at $40bn ahead of share listing

Ride-hailing and food delivery app Grab has been valued at nearly $40bn (£29bn) as part of a potential share-listing deal in the US.

The listing, expected to be completed in July, will follow a merger between the Singapore brand and “special purpose acquisition vehicle” the Altimeter Growth Corp.

Altimeter Capital CEO Brad Gerstner told investors that Grab was like “Uber, Doordash plus Ant Financial all in a single app”, adding: “They really are at the forefront of the digital transformation in the region.”

Present in eight countries and some 400 cities throughout South East Asia, Grab currently has a customer base estimated at 25 million people, with a net revenue last year of $1.2bn.

“Going public now will give us wind in our sails to accelerate our mission,” Grab co-founder Anthony Tan told journalists.

Tuesday, 13 April

Maserati signs David Beckham as global brand ambassador

Luxury car marque Maserati has signed David Beckham as its global brand ambassador.

The Italian brand describes the former footballer as a “natural-born gamechanger” and the “perfect partner as we drive our brand forward into our new era”.

Maserati has unveiled its first campaign featuring the star called ‘Two of a kind’, which shows Beckham wearing a Hawaiian shirt and letting off steam by driving the brand’s SUV model, the Levante Trofeo.

Beckham say: “It’s an exciting time for me to begin this partnership with Maserati; an iconic Italian brand which shares my appreciation for the very best innovation and design. I’m looking forward to working closely with the brand at such a pivotal time in [its] history and continuing [its] growth on a global scale.”

Maserati’s CMO Paolo Tubito adds: “The brand is moving forward, inaugurated a new era. Maserati is driven to challenge the status quo being innovative by nature, powered by passion, and unique by design. The partnership with David is the embodiment of all these values.”

JD Sports beats market expectations with £421m profit

JD Sports has posted full-year profits well ahead of market expectations despite the impact of store closures.

The retailer made a profit before tax and exceptional items of £421m for the year ending January, which is down from the £439m it made the previous year, but much better than the £295m it was expected to report.

Revenue for the period was marginally higher at £6.2bn.

The company, which also operates the Size? brand in the UK, says it retained around 70% of revenues after moving consumers online when the pandemic forced stores to shutter during the first lockdown last year. This increased to 100% in November when stores closed again.

JD Sports also credited “exceptional trading” in the US.

BrewDog reveals DogHouse beer-themed hotel plans

BrewDog has unveiled plans for a beer-themed hotel in Edinburgh, which is expected to open later this year.

The DogHouse boutique hotel will have beer on tap in all the rooms, mini bars filled with BrewDog products and “fridges in the shower for shower beers”, according to co-founder James Watt.

The Scottish brewer already has a hotel in Columbus, Ohio next to its brewery and plans to open another in Manchester soon.

In its most recent annual figures, BrewDog posted an 11% rise in revenue to £238m, with production volume up 32%, reaching 242 million cans shipped.

Google founders join $100bn boys club

Google founders Larry Page and Sergey Brin have joined the $100bn club, after a surge in the share price of parent company Alphabet.

The two men join six other men on the list of people with a paper fortune of more than 12 digits, according to the Bloomberg billionaires index.

However, Brin only made the list briefly with his total net worth dropping to $99.1bn at the close of trading in New York yesterday.

Amazon’s Jeff Bezos leads the way ($197bn), followed by Elon Musk ($181bn), Bill Gates ($145bn), Bernard Arnault ($133bn) and Mark Zuckerberg ($118bn).

Page comes sixth on the list with a fortune of $102bn, followed Warren Buffett at $101bn and then Brin.

Alphabet shares have risen 32% in 2021, together Page and Brin control 51% of a special class of voting shares giving them ultimate control of the company.

Total retail sales up but most categories in decline

One year on from the first national lockdown, the retail industry “remains remarkably resilient” despite the challenges it has endured, according to new data from the British Retail Consortium and KPMG.

Total sales increased 8.3% in March compared to the same period in 2019 when they had decreased by 0.5%. Given the disruption of the past year as a result of the pandemic, sales growth for the five weeks to 3 April is being compared to the same period in 2019 in order to make meaningful comparisons.

However, despite total sales showing growth, eight of the 13 categories tracked remain in significant decline. While food, computing and home appliances are performing well, sectors such as fashion and beauty remain in double digit decline compared to pre-pandemic levels.

Food sales increased by 14.7% on a like-for-like basis and 11.6% on a total basis over the three months to March compared to 2019. However, non-food retail sales decreased by 4.5% on a like-for-like basis and 4.7% on a total basis.

Meanwhile, non-food online sales increased 94% in March on a two-year basis against growth of 3% in March 2019.

Paul Martin, UK head of retail at KPMG, says: “One year on from our first national lockdown the retail sector has changed dramatically, but remains remarkably resilient. March last year was a real anomaly and unlike anything we have seen before, with queues of consumers panic buying items and images of empty shelves across our media.

“While a direct comparison of March 2021 with the previous year is therefore difficult, comparing retail sales of March 2021 to March 2019 reveals total sales have grown by 8.3%, despite the challenges of the last 12 months.”

Helen Dickinson, CEO of the BRC, adds: “Despite some product ranges trading well, the next six months will be make or break for many retailers. Over the past three lockdowns, non-food retail stores have lost £30bn, so many retailers will be relying on growing consumer confidence, and a return to town and city centres to fuel their recovery.”

UK economy grew marginally in February

The UK economy “showed some improvement” in February, rising by 0.4%, according to official figures from the Office for National Statistics.

However, the economy is still 7.8% smaller than a year ago, prior to the pandemic hitting.

The slight rise in February comes despite various restrictions remaining in place across all four nations in the UK throughout the month and since the start of the year.

Monday, 12 April

Business optimistic of bounce back as non-essential retail reopens

Business leaders are optimistic the bounce back in the UK’s economy could be “broader and faster” than expected as non-essential retail, hospitality, hairdressers and gyms reopen in England today for the first time since January.

Some £314m is expected to be spent this week alone across the hospitality sector, which can reopen to serve drinks and food outside from today, according to the Centre for Economic and Business Research (CEBR). The CEBR predicts savers will tap into more than a quarter of the £192bn they have saved in lockdown funds this year, adding £50bn to consumer spending.

A study from Deloitte suggests the prospect of a spending boom is fuelling record levels of optimism among CFOs, who are expecting a “strong recovery in profits over the next 12 months”, back to a previous high seen in mid-2014. The survey of bosses at some of the UK’s biggest public companies found that forecasts for hiring and investment were at their highest levels for nearly six years.

This positivity is supported by accountancy firm BDO, which reports its jobs market tracker has reached a three-month high, while the Federation of Small Businesses (FSB) says optimism amongst its members has reached its highest level since 2014. Some 58% of the 1,700 companies questioned expect their performance to improve this quarter, compared to 31% who expect it to worsen.

“The certainty provided by the government’s roadmap is filling many small business owners with renewed confidence,” says FSB chairman, Mike Cherry.

“We live in hope that the virus stays in retreat so the remaining indicative dates for unlocking can be met, enabling our vital night-time economies, offices and travel and tourism businesses to get back to it as well.”

Next and Homebase strike garden centre partnership

Next is teaming up with DIY company Homebase to open mini garden centres in its stores from today.

Known as Garden by Homebase at Next, the new store concept will see Homebase garden centres open in Next outlets in Shoreham, Ipswich, Warrington, Camberley, Bristol and Sheffield. Shoppers will be offered expert gardening advice, as well as the opportunity to buy plants, pots and tools.

According to Homebase chief executive, Damian McGloughlin, the deal is part of a wider commitment within the business to make shopping easier, providing inspiration and expert advice.

“We’re a great nation of gardeners, with more and more people enjoying the benefits of gardening and being outside,” says McGloughlin. “The launch of these new garden centres means we’re able to offer more gardeners, both experienced and those just starting out, Homebase products in more locations across the country.”

Homebase is also planning to open more smaller format kitchen and decorating stores, according to the Guardian, adding a new site in Surrey. This will take the total number of these smaller Homebase stores to six.

In addition, there have been reports this weekend that former Pizza Express boss Hugh Osmond is poised to make a £300m bid for the Homebase chain, which has been on the market since November.

Alibaba hit with $2.8bn fine amid market abuse claims

Alibaba has been hit with a record $2.8bn (£2bn) fine after a probe by Chinese regulators found the tech giant had abused its market position for years.

The regulators claim Alibaba restricted merchants from doing business or running promotions on rival platforms. As a result, the company says it will introduce measures to lower the costs faced by merchants and not force them to pick and choose between ecommerce platforms.

It is not expected, however, that the change in exclusivity arrangements will have a material impact on the Alibaba business. The fine itself accounts for approximately 4% of the company’s 2019 domestic revenue.

Group executive vice chairman Joe Tsai says the business is keen to put the matter behind it, although he did hint at a greater “tendency” among regulators to examine areas where companies may be alleged to have a monopoly the more they grow in importance.

The fine is the latest in a series of issues affecting the Alibaba Group after its co-founder Jack Ma criticised regulators for stifling innovation in October last year. Following Ma’s comments the IPO of fintech Ant Group, Alibaba’s sister company, was called off despite expectations it would be 2020’s biggest share market launch on the Hong Kong exchange. Concerns were expressed about Ant Group’s consumer finance arm.

Then in December, China’s central bank ordered in executives from Ant Group and demanded a major shake-up of the company’s operations.

A month later Ma made an appearance in a live-streamed video, the first time he had been seen publicly for three months since the Chinese government began clamping down on his business empire.

Google alleged to have run secret project to boost ad system

Google is alleged to have set up a secret project harnessing bidding data collected from advertisers using its ad exchange to benefit its own ad system, generating hundreds of millions of dollars in revenue.

In an unredacted filing revealed as part of an antitrust lawsuit in Texas, The Wall Street Journal reports that Google accessed historical data about bids made through Google Ads to change bids by its clients and improve their chances of winning auctions for ad impressions, thereby disadvantaging rivals.

The court documents refer to an internal presentation dating back to 2013, in which it was claimed the secret project – known as Project Bernanke – would contribute $230m (£168m) in revenue that year. It is alleged details about Project Bernanke were not revealed to advertisers.

The antitrust lawsuit against Google in Texas, filed in December by the state’s attorney general, alleges the company has used “anticompetitive tactics”, which include the existence of Project Bernanke.

In response to the allegations, Google claims the lawsuit “misrepresents” many aspects of its ad tech business and it is ready to make its case in court.

Fundraising campaign hopes to put breast cancer back on the agenda

A new campaign is hoping to raise awareness of breast cancer after research reveals two in five young people are avoiding contact with the NHS due to coronavirus.

The ‘Jog for Jugs’ campaign, fronted by broadcaster Lorraine Kelly, is encouraging men, women and non-binary individuals to check themselves so cancers can be caught and treated early. The push to get support for cancer comes as research from charity CoppaFeel! reveals young people are resisting raising concerns with their doctors due to the pandemic.

Jog for Jugs will be promoted across social media, with participants encouraged to jog or walk 8km, donate £8 to CoppaFeel! and check their breasts and pecs. Participants are being encouraged to nominate eight friends to do the same by sharing a selfie of with their hand on their chest and tagging their friends. The number eight has been chosen to reflect the statistic that one in eight women will develop breast cancer in their lifetime.

CoppaFeel! aims to ensure all breast cancers are diagnosed at the earliest stage possible by educating people on the signs and symptoms of breast cancer. The charity wants to encourage people to check regularly and instil in them the confidence to seek medical referral if they detect abnormalities. CoppaFeel! describes itself as the third most recognised breast cancer charity amongst young people, with those aware of the charity being 58% more likely to check their breasts regularly than those who are unaware.