PETA is gearing up to launch a brand-new billboard campaign that actually encourages people to eat at Taco Bell locations all across the U.S.
The billboards feature a chicken’s face next to the words “Let’s All ‘Live Más.’ Would It Kill You to Get a Bean Burrito?”—playing on the company’s famous tagline in order to promote the fast-food chain’s certified vegan food offering.
PETA—whose motto reads, in part, that “animals are not ours to eat”—and its youth division, peta2, have even prepared a guide for eating vegan at Taco Bell, available here. The chain has reported that its bean burrito is its second best-selling item. As part of the campaign, PETA’s famous “Lettuce Ladies” will also be handing out free bean burritos outside various Taco Bell locations.