Biff off: the landing page that picks a fight
FJL Waste's newest page tells prospects to tell Biffa to biff off. One landing page, one cheeky proposition, one bin lorry in flame livery: a micro project under the FJL rebuild that does the work of a campaign.
James Gale, Development Lead
- FJL Waste
- Landing pages
- Brand
Challenger brands are usually told to behave. Be professional, be safe, never name the giant you are actually up against. FJL Waste collects bins on the same routes as the biggest names in British waste, and most of its new customers arrive from one of them. So the newest page on fjlwaste.co.uk stops being polite about it: it is called Biff off, and it says what everyone switching already thinks.
One page, one fight
The page does exactly one job: make leaving a national provider feel as easy as it actually is. A genuine alternative to Biffa, it says. Same bins. Same routes. Way better service. Then it works through the six things switchers actually worry about, from call centres against local humans, to auto-renewing multi-year contracts against rolling ones, to switching costs, which at FJL are zero.
We handle the awkward bit. You put the kettle on.
fjlwaste.co.uk/biff-off, on ending your old contract
There is a lesson in the wordplay itself. Biff off is the kind of line a cautious agency talks a client out of, and it is precisely why the page works: it is memorable, it names the incumbent without a single negative claim about them, and it aims all its cheek at the pain of switching rather than at anyone who chose to stay.
The lorry with its own fanbase
Every brand talks about standing out. FJL painted a bin lorry into a racing tribute, gave it the number 67, and put it to work. It sits on the Biff Off page next to the plain white fleet because the contrast is the argument: this is a company that owns its own lorries and enjoys running them, not a subcontracted logo.
Why a micro project
The FJL rebuild gave the company its platform: the two-brand estate, the town pages, the dashboards. A micro project like Biff Off is what the platform is for. It took a fraction of the effort of the rebuild, it shipped as one route within the existing build, and it gives sales a single link that starts the exact conversation they want to have.
The page is live now at fjlwaste.co.uk/biff-off. It launched this week, so the honest version of the results section is that there is not one yet. The numbers will land on the FJL case study when they exist, sourced, like everything else on that page.