Optimising PR and content productivity for TOMRA


Brand8 PR has a long-standing relationship with TOMRA, having undertaken PR activity for the sensor-based technology company through its Recycling, Food, Mining and Reverse Vending business streams since 2009.

Brand8 PR was subsequently appointed to provide media relations, profile raising and content marketing services for TOMRA on a Group level, and for its business streams, to maximise brand awareness, undertake thought leadership activity for its executive team, and increase lead generation.



Content marketing plays a key role in raising awareness of organisations and their products, services and activity through a variety of tactics.

By creating and amplifying content focused on pertinent issues, Brand8 PR strengthened the association between TOMRA and global concerns. Brand8 PR’s approach combines the disciplines of PR and content marketing to maximise the effectiveness and reach of all content created.

By creating content for specific business streams optimised with relevant search terms, from Recycling, Mining and Food to Group and Reverse Vending activity, we drive traffic to specific parts of the TOMRA site. By adapting all online content for media outlets, we increase scope and impact, further establishing TOMRA as a thought leader in each sector and communicating its brand values.


Client results

The corporate PR, environmental PR and content activity undertaken by Brand8 PR has seen original TOMRA content authored by president and CEO Stefan Ranstrand and other executive team members published by a range of international media outlets, including Earth Times, Mining Global and Recycling Waste World.

All content has also been shared across TOMRA’s social media platforms, helping to further increase engagement and awareness, drive visitors to the TOMRA site and, ultimately, increase enquiries.

Andrew Young, director group communication, TOMRA:

“Integrated PR and content marketing activity carried out by Brand8 PR has increased awareness of TOMRA’s products and services, and successfully communicated our vision of being a leader in the resource revolution.

“Brand8 PR understands the complexities of our organisation and the sectors we operate in, and has successfully created content that resonates with audiences across the globe.

“Through the targeting of specific sectors, Brand8 PR has been able to bridge TOMRA into new networks and audiences.

“Continued PR and content marketing activity will help to raise the profiles of key people within TOMRA and further establish the organisation as a thought leader committed to making a positive difference to the planet, and encouraging people around the world to do the same.”