America’s bison herd was growing and in need of more ranchers to satiate appetite for the healthy but not yet widely beloved protein. Even with some cattle ranchers converting to bison, many consumers (and culinary press, in particular) were skeptical of bison, claiming it tough and sometimes gamey. The National Bison Association wanted to publicize the good news about bison and the marketplace reality of a rancher shortage. They decided to host their International Bison Association Conference in Rapid City, South Dakota. And, they want top-tier journalists to attend and cover their latest news. They hired FIG for this mammalian Mission Impossible. This was a PR challenge if ever there was one. “Westward Ho!” said FIG.

Make South Dakota and bison meat sexy. Too sexy to say ‘no’ to and write a really distilled, rather bodacious headline for the news release and media invitation.

FIG recommended legendary and award-winning chef and cookbook author Bruce Aidells be our guest chef. As America’s foremost authority on cooking meat well, Bruce was perfect. We asked Bruce what part of the bison he most wanted to cook. “The hump,” he answered. “Of course,” we answered, entering new protein cooking territory for this food-focused agency. Thus, Chef Aidells was the ‘cook’ on a bison drive, complete with Conestoga wagons and a cook’s wagon. And, only media could attend this culinary, literal bison drive with National Bison Association Executive Director, Dave Carter.

“Bison is big” was the headline on our nationally-distributed release and for our media invitation. The final hook to snag the impossible: at least eight journalists making the journey west to Rapid City, South Dakota for bison drive and attendance at the International Bison Association Conference.

• FIG secured a full-page food section cover placement, plus double inside-fold coverage in the New York Times with “Home Again on The Kitchen Range,” by food editor Marion Burros with bison ranchers, Chef Aidells and client Dave Carter are quoted throughout.
• National Bison Association Executive Director Dave Carter to this day cites the New York Times story as the milestone that turned the tide for the bison industry, with direct growth in ranchers and total bison herd size being attributed.