Ordinarily, a flavor reformulation isn¹t big news. But when Pop Weaver popcorn became the first to remove the controversial chemical diacetyl from its flavoring, Y&L PR saw an chance to gain positive news coverage. We offered a first exclusive to the Associated Press, which resulted in a wire story that was picked up by hundreds of media outlets from coast-to-coast.

In a second phase, we conducted extensive outreach to bloggers following the issue. Posting on nearly 100 blogs and websites, we let readers know that Pop Weaver now offered a choice for consumers avoiding diacetyl in microwave popcorn.

The results: Thousands of stories positioned Pop Weaver as an industry leader. Though microwave popcorn category sales declined as a result of concerns about diacetyl, Pop Weaver¹s sales remained strong.