Local diners just might think twice about chowing down on fried chicken after they see—and hear—“Hell on Wheels,” PETA’s new 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. It will debut at the intersection of N. Bush and E. Fourth streets in the Downtown Santa Ana Historic District on Wednesday before moving on to confront diners at Dave’s Hot Chicken, Gus’s World Famous Fried Chicken, The Golden Hot Fried Chicken, Krispi Hot Chicken, Jay Bird’s Chicken, Byrd’s Hot Chicken, and El Gallo Giro through Thursday as part of the group’s national tour.

When:    Wednesday, March 8, 12 noon

Where:    At the intersection of N. Bush and E. Fourth streets, Santa Ana

“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 that the kindest meal is a vegan one.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview.

For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on Twitter, Facebook, or Instagram.