Australian bin bag subscription startup, TOSSR, is the creator of stupidly strong bin bags. And a problem. Without split bin bags, bin juice and the sustenance of rotten rubbish, millions of maggots have been left homeless. So TOSSR set out to right the wrong by launching the world’s first maggot adoption agency.

The idea for both the problem and solution come from Innocean Australia – who also managed media and production.

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.

Darren Wright, group creative director, Innocean, commented, “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% off discount code on a TOSSR subscription, so everyone wins.”

TOSSR added, “Bin bags aren’t exactly a category people spend much time thinking about, so we knew we couldn’t just shout ‘ours are stronger’ and expect anyone to care. We needed to make the product benefit entertaining. If stupidly strong bin bags mean fewer splits, less bin juice and fewer maggots, then naturally we had to ask, ‘What happens to all the homeless maggots?’ Adopt a Maggot felt like a very TOSSR way to answer that.”

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.

TOSSR’s maggot adoption program will run until December 31.