King Oscar/Norway Foods

It's ok that Chris O'Brien makes fun of King Oscar sardines. Lots of people make fun of sardines. But Chris is the editor of Sports Illustrated Adventure, and he was making fun of the fact that King Oscar was making its sixth appearance in their pages.

An abashed senior writer for SI could only apologize, noting that he competes with Outside PR president Gordon Wright as Team King Oscar, a decidedly mid-level adventure racing team.

The "branding" of an adventure racing team is just one example of the lengths that we will go on behalf of King Oscar, our founding client. It was King Oscar president Bob Montano who in 1995 awarded the account to Gordon Wright, thus enabling the fledgling firm to open its doors. Since then, we have covered thousands of miles chasing media hits for the King, and to this day we remain to our knowledge the only sardine-savvy PR firm in the United States.

Another important distinction in our representation of King Oscar is our creation of the King Oscar Presidio Trails Run – the biggest and most successful trail 10K in San Francisco. Billed by the San Francisco Chronicle as "an instant classic", and Sports Illustrated as "sadistic, yet spectacular", the King Oscar Presidio Trails Run in November 2004 will celebrate its fourth running.

[back]