Case Study: Recycling

TOMRA Reuse as a Voice for Reusable Packaging Infrastructure in Germany

The Task.

Reusable packaging is not failing in Germany due to a lack of consumer willingness – but rather due to missing infrastructure. While the EU is planning binding reuse quotas and more and more cities are introducing single-use fees, there is a lack of systems that make returning as easy as throwing away. TOMRA Reuse is developing exactly these systems: digital, scalable return solutions for to-go packaging, which are already in use in several European cities.


In the German market, the company had not yet communicated. TOMRA Reuse was not to be perceived as a provider of individual projects, but as a strategic partner for urban reusable infrastructure and as a voice in a market that is just beginning to move.


EPOS was commissioned to launch this communication: with a strategy that combines press releases, expert articles, and thought leadership formats into a coherent narrative, making TOMRA Reuse visible in the relevant media environments of retail, municipalities, packaging, and sustainability.

The Solution.

The core of the strategy: reusable infrastructure is not a niche topic, but one of the most pressing municipal and trade policy issues of the coming years. EPOS positioned TOMRA Reuse as a voice precisely there: not as a technology provider explaining products, but as an expert who contextualizes why reusable systems fail without the right infrastructure, and what functioning systems look like.

 

The ongoing projects in Berlin, Aarhus, Lisbon, and Freiburg were not treated as individual reports, but as proof points for an overarching narrative: Each project demonstrated a different dimension of the solution – from integration into the food retail sector to city-wide scalability, and extending to the supplementation of existing reusable systems.

 

EPOS developed target-group-specific pitches for trade and local media, placed specialist articles in relevant publications, and positioned TOMRA Reuse's German contact as an interview partner and guest author. Topics ranged from concrete project results to political assessments around PPWR, packaging taxes, and the role of trade, gastronomy, and municipalities in building functioning circular systems.

The results.

A company that had not yet communicated in Germany is now being heard – and in exactly the media environments that are relevant for purchasing decisions, political opinion formation, and brand perception. Placements in packaging, trade, sustainability, and local media, a TV segment, and several in-depth interviews and guest articles show: The topic resonates. Editorial teams did not perceive TOMRA Reuse as the sender of a press release, but as a source for a topic that they themselves have on their agenda.


113,400 contacts in the first communication year 2025 – 245% more in the current year 2026, with a growing project pipeline and increasing media interest.
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