Australian bin bag subscription startup TOSSR has launched a new campaign to launch a maggot adoption agency to save the homeless insects via Innocean Australia.
In its quest to arm Aussies with stupidly strong bin bags, TOSSR realised a new problem had been created. Without split bin bags, bin juice and the sustenance of rotten rubbish, millions of maggots were left homeless. In its latest campaign via Innocean Australia, TOSSR sets out to right this wrong by launching the world’s first maggot adoption agency.
Bin bags are one of the most habitually bought, commoditised categories in Australia. As a result, getting people to trial a new brand, let alone a subscriptions service, is no easy feat. However, social listening revealed that market leaders were dropping the ball when it came to bag strength, with split bags becoming an increasingly common problem.
For TOSSR, a brand built around the promise of ‘stupidly strong’ bin bags, this was the perfect in. The obvious choice would have been to put the bag through a torture test, like most competitors in the market do. But for a brand as small as TOSSR, cutting through was imperative. So, instead of creating more category wallpaper, TOSSR decided to put the spotlight on the downsides of having a bag so strong. The result? A world where millions of poor little maggots have to go homeless.
Currently live across social and owned channels, the campaign encourages Aussies to adopt a maggot or wipe them out for good with TOSSR’s superior split-resistant bin bags.
Darren Wright, group creative director, Innocean said: “The impact of TOSSR’s stupidly strong bin bags is hugely positive for households, but disastrous for the maggot community.”
“Without torn bin bags and rotten rubbish festering in outside bins, the poor blighters were suffering. So we decided to try and find homes for every single one of them. Of course each adoption came with a 20 per cent off discount code on a TOSSR subscription, so everyone wins”
TOSSR’s maggot adoption program will only run until 31 December, so aspiring maggot parents will need to get in quick.
Credits
Group Creative Director: Darren Wright
Creative Director: Damon Porter
Senior Copywriter: Laura Parker
Senior Art Directors: Lucy Karsai & Simon Dall
Strategy Director: Jake Mesidis
Content Director/Producer: Francesca Alvandi
Social Media Manager: Sophie Poland
Editors: Dave Anlezark, Thiago Saramago
