Half the fun of signing day these days is in schools’ attempts to be “hip” and “fun” and “current.” Some things work better than others, but you can’t fault the staffs and social media professionals for throwing stuff at the wall and seeing what sticks. But consistently – to a level that never feels fake, foreign, strange, or all together creepy – Houston has done a great job since Tom Herman arrived on campus.

Which makes the odd one-up fest between Houston and Cincinnati that is developing during this year’s signing day even more fun. I doubt it started out as a competition to see who had the better spread, and office, and environment, but it’s snowballed into so much more.

First, Houston posted a friendly and tasty looking picture of its breakfast.

Signing Day 2016 is here & that means an AMAZING breakfast from @PenaDonutHeaven ?? pic.twitter.com/DnJQ9Ib09L — #HTownTakeover (@UHCougarFB) February 3, 2016

Then Cincinnati jumped in to let Houston know the Bearcats meant business with aggressive breakfast offerings.

.@UHCougarFB We'll see your donuts and raise you Panera, egg casserole & French toast casserole. #BreakfastFoods pic.twitter.com/SqkDNBCThM — Cincinnati Football (@GoBearcatsFB) February 3, 2016

But the Cougars had the last laugh with some Houston rap, the American Conference trophy and the Peach Bowl trophy, and their championship belt.

https://twitter.com/UHCougarFB/status/694867615123128321/

That’s not all, though. Houston’s been putting together all sorts of shoutout videos from various alums and people around town, including Slim Thug, Paul Wall, Dallas Keuchel, Z-Ro (Mo City Don), J.J. Watt, and Heisman winner Andre Ware.

It’s the type of bravado typically reserved for the big dogs, but that’s just it: Houston thinks it can be – and is – one of those big dogs (or in this instance, a cat, because that is what a Cougar is). It’s just another example of how Herman has used the city (and its residents) as his biggest recruiting advantage, and it’s paying dividends in the class of 2016.