Reframing surplus as a strategic growth lever for global brands

Company Shop Group

Sector and focus area

Food waste reduction, supply chain sustainability, account-based marketing, sustainable retail

Context and challenge

Company Shop Group partnered with Greenhouse to reframe surplus—not as operational waste or compliance burden, but as a strategic growth lever. The campaign sought to shift entrenched perceptions and demonstrate how surplus stock can deliver measurable social, environmental and financial returns—supporting corporate purpose, ESG goals and commercial outcomes.

To achieve this, the team designed a scalable account-based marketing (ABM) approach, tailored to high-value retail and manufacturing stakeholders and underpinned by insight-led storytelling. The challenge was to engage decision-makers across complex supply chains and spark meaningful conversations that could drive action.

Approach and strategy

Greenhouse developed a sector-specific creative platform that reimagined surplus as an asset. The strategy focused on:

• • A bold and distinctive visual identity, built for digital-first engagement
• • Messaging that connected surplus to purpose and performance
• • Tools that provided value up front, including personalisation and data-led storytelling
• • Targeted outreach supported by senior leader thought leadership

Channels were selected to maximise relevance and ROI—primarily LinkedIn and Google Ads—with organic amplification built in.

Work delivered

To bring this strategy to life, the campaign included:

• • A refreshed creative identity, messaging framework and campaign concept
• • Tailored landing pages and a quiz-style Surplus Impact Calculator to offer personalised insights
• • A suite of hero films, customer testimonials, and nurture email journeys
• • Paid media delivery across LinkedIn and Google Ads
• • Organic thought leadership and amplification from Company Shop Group’s senior leaders
• • High-quality branded content and visuals (e.g. ‘Problem Shared, Problem Solved’ campaign boards and animated explainer assets)

Outcomes and impact

The campaign delivered strong engagement and performance across the funnel:

The activity validated the effectiveness of ABM to deliver brand alignment and measurable results across paid and organic channels.

Why this work matters

Surplus stock sits at the intersection of business, sustainability and supply chain efficiency. By shifting the narrative and demonstrating clear value, this campaign empowered Company Shop Group to position surplus as a strategic opportunity for major brands—rather than a logistical afterthought. It showed that when framed and delivered effectively, sustainability messaging can deliver both purpose and performance.