Say what you want about Buffalo Bills head coach Rex Ryan, he sure does know how to get in front of those cameras for a good cause.

He’s confident, cocky, brash and completely in your face. He believes his defense will physically pound you all afternoon into submission. On many occasions he turns out to be right.

We’re of course talking about Buffalo Bills head coach Rex Ryan.

Say what you want about the guy, the one thing he does do well for an organization is get out in front of the camera for good causes. Today, he decided to try a new one as he ate a couple of dog biscuits (video above) in response to a Buffalo news anchor’s direct challenge.

Via Mike Rodak of ESPN:

“Oh, that’s terrific,” Ryan said as he chewed. “I’ll have one more, I think. … That’s outstanding. A little dry.”

He also described his mindset once challenged by Teresa Weakley of News 4 Buffalo:

“I thought it was kind of funny when I got challenged by this person, and I’m like, ‘All right, let’s do it. It’s on,'” Ryan said Wednesday. “Give me one of them small biscuits though. I had the lap band , [so it] can’t be the big ones, the large ones.”

This new “Dog Biscuit Challenge,” inspired by last year’s summer fad that was the “ALS Ice Bucket Challenge,” is a means to raise awareness surrounding animal cruelty.

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Founder of Elite Sports NY — Formerly of FanSided — Jets, Rangers, Knicks, Yankees, Mets, Giants — Former strong safety, point guard, and 400-meter hustler. Has interviewed the likes of Rob Dyrdek, Michael Waltrip, and Dominique Wilkins and has seen his work shared by major publications such as Bleacher Report, Sports Illustrated, Fox Sports, Yahoo Sports, and Yardbarker.

Born as a New York Sports Fan, something unexplainable in his blood that’ll never be shaken. Remembers the Kevin Maas days, the Yankees on MSG, the Bruce Coslet era, and the Spring of ’94.