Bamfords have been instrumental in bringing advertising memorabilia to a wider market. Previously treated by many auctioneers as unwanted, since Bamfords' landmark 2008 auction this has been an increasingly competitive area of collecting. The auction of the museum collection of The Metal Box Company, known as Britain's leading advertising tin manufacturer, is now recognised as the auction that set the benchmark for prices. Bamfords' bi-annual auctions incorporate tins, card adverts, bottles, shop signs as well as early food packaging. The ever-increasing popularity of this area of collecting suggests that the used cereal box, sauce bottle, and fizzy drinks can could well be better stored in the attic for future generations rather than discarded into the recycling bin.