Local 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 circle the heart of Daytona Beach at Main Street and S. Atlantic Avenue—near Hog Heaven Bar-B-Q and Steve’s Famous Diner—before moving on to confront diners at 4 Rivers Smokehouse, Metro Diner, casualbird, BurgerTen and ChickenToo, Pollo Tropical, Huey Magoo’s Chicken Tenders, and Brickyard Lounge and Grill.

When:    Saturday, December 16, 12 noon

Where:    Circling Main Street and S. Atlantic Avenue, Daytona Beach

“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”—opposes speciesism, a human-supremacist worldview, and offers a free vegan starter kit on its website.

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