AMY FRY
Truth is where big ideas begin.
WANTED NOT WASTED
A perfectly good product rejected over a label, a barcode, or the wrong weight.
Following our work with Biffa, Company Shop Group asked us to help reframe the conversation around surplus goods — showing how they could be redirected rather than discarded.
From that came Wanted Not Wasted.
A creative platform built around the idea that surplus still has value.
Using playful visuals and light-touch copy, the campaign highlighted how everyday products — from potato smileys to Jammie Dodgers — were being thrown away over minor imperfections.
By redirecting surplus to Company Shops, the work showed how businesses could support communities, reduce environmental impact, and recover value at the same time.
The platform rolled out across OOH, print and social, spanning Company Shop Group’s six key service areas.
Following our work with Biffa, Company Shop Group asked us to help reframe the conversation around surplus goods — showing how they could be redirected rather than discarded.
From that came Wanted Not Wasted.
A creative platform built around the idea that surplus still has value.
Using playful visuals and light-touch copy, the campaign highlighted how everyday products — from potato smileys to Jammie Dodgers — were being thrown away over minor imperfections.
By redirecting surplus to Company Shops, the work showed how businesses could support communities, reduce environmental impact, and recover value at the same time.
The platform rolled out across OOH, print and social, spanning Company Shop Group’s six key service areas.
Campaign ID & Guidelines
Social
OOH & Press
Bespoke Typography
Independent Agency Awards
Shortlisted