When Trail’s End popcorn (the brand the Boy Scouts sell) wanted to breathe new life into the Boy Scouts’ annual sale, Y&L PR designed a PR program around the opportunity to donate popcorn to U.S. troops around the world. A television, print and online media effort led to scouts from coast-to-coast going on-air on their local news to tout the sale and the chance to send popcorn to the troops. The results – nearly 200,000 popcorn orders for the troops were taken by the Boy Scouts. The program was so successful in year one that it has become an annual part of the Boy Scout popcorn sale.