Grocery Chain Reminds Shoppers to Check Their Melons in Cheeky Breast Cancer Stunt

Nesters Market's fruitful makeover

Headshot of Tim Nudd

October was Breast Cancer Awareness Month, but that doesn't mean refraining from making breast puns until next fall. Up in Canada, the Nesters Market grocery chain is giving its melons a makeover this week to remind women to check themselves for breast cancer.

Every cantaloupe, honeydew, and mini-watermelon has a "Have you checked yours?" sticker this week (the stunt runs last Sunday to this Saturday) that includes the URL, which has breast cancer information and prevention tips.

The stunt was organized by ad agency Rethink for the Canadian Breast Cancer Foundation's "Don't Forget to Check Week." All 11 Nesters Market locations across British Columbia and Alberta are involved.

The campaign reminds people that regular self-checking can save lives, especially in younger women who don't undergo regular mammograms. Some 18 percent of all breast cancers are diagnosed in women under 50.

@nudd Tim Nudd is a former creative editor of Adweek.