SIPA is the Zoppas Group company that produces Extreme Renew, the world’s highest performing plant for the production of 100% R-PET bottles. For SIPA, an integrated public affairs and media relations campaign was managed that reached the target of changing regulations, allowing the use of 100% R-pet for food containers packaged in Italy. To support the institutional relations objective, a stakeholder engagement plan was developed to illustrate the paradox of an Italian excellence in the field of economics that can be applied on the global market but not in Italy, due to an anachronistic regulation. The measure is now state law. SIPA was awarded the Ecomondo Prize for the ‘circular economy’ category.