By Ross Kelly

Rex Ryan sure knows how to ingratiate himself into a new team and city. The former Jets coach who was known for his fan and media-friendly personality has taken those same traits with him upstate.

Earlier this offseason Ryan made waves by jumping out of a plane flying over Niagara Falls alongside some members of the army. Now, Ryan has turned to something that’s certainly less thrilling, but nonetheless shows more of the human element of the Bills’ coach. To help raise awareness of animal cruelty as part of a campaign by SPCA, Ryan answers the Dog Biscuit Challenge by munching on the doggy snack:

Just as an Argentinian goalkeeper did last week with a cheeseburger thrown onto the field; Ryan also takes not one, but two, bites of the biscuits. When he was initially challenged on Wednesday, in true Rex Ryan fashion, the coach offered this classic quote:

“With a name like Rex, I’ve eaten a lot of dog biscuits in my life.”

Ryan is the second NFL member to participate in an anti-animal cruelty campaign this summer. Last month Tyrann Mathieu endured 120 degrees temperatures inside a car in an effort to show what animals go through when they are left inside a vehicle. That video was created by PETA and can be viewed here.

Ross Kelly is an Associated Producer for CBS Local Sports. He is from Louisiana and is a fan of all sports, but not of any teams (except LSU). He can be reached at ross.kelly@cbs.com.

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