Cleveland Funeral Home was awash with pink yesterday on Sunday morning as about 100 people turned out to its Pink Ribbon breakfast.

The home held the breakfast - as part of the Breast Cancer Foundation's annual fundraising drive - at its city premises and it proved more popular than expected.

"It was going to be a private thing but then it took off," organiser Laura Cleveland said. "So we thought we may as well open it up and go for it."

Bubbles, continental breakfast and BLTs were served to punters.

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"Once it went public and was advertised it sold out in a few days," Cleveland's daughter, Michelle, said.

"There's obviously a call for it. It's been phenomenal. We've encouraged people to wear pink as well, just as a support thing."

She said they would consider running it again next year.

"It's nice for people to be able to see we're more than just a funeral home."

The home offered breakfast-goers classic car rides afterwards.

The Pink Ribbon breakfast raises money for the Breast Cancer Foundation to be used to fund research and support women with breast cancer.

The breakfasts are held around the country with nearly $500,000 raised this year.

An average of eight New Zealand women are diagnosed with breast cancer every day.

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