Envipco

Context

Heraldist has partnered with Envipco for four years, beginning when Romania was only preparing to introduce the DRS (Deposit Return System).

Envipco is the world’s second-largest player in reverse vending machines (RVMs), after Norwegian company Tomra, which dominates 82% of the recycling market through partnerships with major German retailers such as Kaufland, Lidl, and Metro.

With the introduction of the DRS law in 2023, retailers in Romania were required to implement the system. They needed clarity on what this entailed and, more importantly, a trusted partner who could simplify rather than complicate the process.

While Tomra leveraged its strong international partnerships with large retailers, Envipco positioned itself as the ally of small and medium-sized retailers. The challenge was twofold:

  • Convincing retailers of the value of automated collection versus manual collection

  • Establishing Envipco not just as a manufacturer, but as a partner and educator, a company that knows the local market and invests in informing and supporting retailers.

Idea

Independent/ traditional retailers are grassroots business people who fought each step toward today’s success. In a culture that rejects risk, they seem to have a special gene, a mix of courage, determination in facing obstacles, and approaching opportunities.

Their business takes up a lot of mental energy, and they always think about how to improve its performance.

They’re pragmatic in their decisions, and most of the time, the only criterion is financial gain.

For them, DRS was yet another obstacle in a long line of entrepreneurial challenges. Our role was to help transform this challenge into an opportunity, helping them see they could turn costs into investment, barriers into growth, and recycling into profit.

The core message:

Envipco helps you adapt more easily to DRS. But you’re the one who can transform this challenge into a success.

As the market matured and competition increased, the approach evolved but stayed true to the same insight: entrepreneurs respond best when they clearly see “what’s in it for me.”

Results

Thanks to consistent messaging, strong market presence, and diversified channels - from digital campaigns to industry events, PR initiatives, and continuous content on social media - Envipco built significant awareness, consideration, and sales leads.

A clear correlation was established between media activity and lead generation, with notable campaign efficiency gains in 2025 - confirming the power of building consistently, for longer periods of time, messaging on the same idea. 

Despite Tomra's intensive communication efforts (digital, outdoor, and events) and shifting focus toward traditional trade, Envipco achieved remarkable results: by September 2025, Envipco reached 35% market share, surpassing the initial 2025 target of 30%.

So, in 2025, the message became even more direct:

Your business grows through good ideas. Recycling is one of them.

Turn recycling into profit with Envipco RVMs.