Telling Truthfully

A Life Changing and Life Saving Campaign

The Pine Ridge Indian Reservation is one of the poorest places in the country. When their only grocery store continued to deceive and disappoint their people, Buche Foods decided it was time to do something.

Buche Foods proposed taking over operations of the store after the old ownership was temporarily closed for several health code violations. The closing was life threatening to a community already ravaged by poverty.

Buche wanted to bring fresher healthier options to Pine Ridge and recruited us to help with his campaign. Change is difficult in Indian Country and Buche wanted to earn the trust of the tribal leaders and people of Pine Ridge. They wanted to do the right thing.

We helped Buche get their story out and worked together on multiple public relations executions:

  • Press releases
  • Speechwriting and messaging
  • Community surveys
  • Event planning
  • Letters to Tribal members
  • Email and text campaigns
  • Public listening events
  • Social media
  • Information videos
  • Facebook Live video
  • Signage
  • Interviews


Buche Signage

The campaign was underscored by Buche Foods’ generous commitment to the community. Buche’s team hosted free food giveaways, arranged transportation to local grocers during the interim and committed to monthly meal delivery at the community center, as well as other scholarship and financial donations.

Owner RF Buche made countless trips to Pine Ridge to meet with workers, leaders and community members. In addition, the company committed to hiring all current employees at a pay increase and expand space for dairy, produce and organic options.

Buche Foods was awarded the contract in early 2019, ensuring emergency food shortages will never happen again. It’s easier to conduct a public relations campaign, when you have a real, lifesaving story to tell.

Buche Social media on cellphone
Buche tShirts
Buche Wrap
Buche Newspaper
Buche Press Release