Sarasota diners just might think twice about chowing down on fried chicken after they see—and hear—“Hell on Wheels,” PETA’s guerilla-marketing campaign featuring a life-size chicken transport truck covered with images of real chickens crammed into crates on their way to a slaughterhouse, complete with actual recorded sounds of the birds’ cries and a subliminal message every 10 seconds suggesting that people go vegan. The vexatious vehicle will debut outside Brick’s Smoked Meats on State Street before moving on to confront diners at Knick’s Tavern & Grill, Hot Chickn Kitchn, Popeyes, Fork & Hen SRQ, PDQ, Slim Chickens, Basil’s Flame Broiled Chicken & Ribs, and Chick-fil-A.

When:    Thursday, January 18, 12 noon

Where:    Outside Brick’s Smoked Meats, 1528 State St., Sarasota

“Behind every barbecued wing or bucket of fried chicken is a once-living, sensitive individual who was crammed onto a truck for a terrifying, miserable journey to their death,” says PETA Executive Vice President Tracy Reiman. “PETA’s ‘Hell on Wheels’ truck is an appeal to anyone who eats chicken to remember that the meat industry is cruel to birds and the only kind meal is a vegan one.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness.

For more information, please visit PETA.org or follow the group on X (formerly Twitter), Facebook, or Instagram.