Diners in Miami and Fort Lauderdale 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.

Where:    Outside Shake Shack, 901 S. Miami Ave., Suite 109, Miami, and Hooters, 17 S. Atlantic Blvd., Suite 304, Fort Lauderdale

When:    Friday, February 9, 12 noon (Miami), and Thursday, February 15, 12 noon (Fort Lauderdale)

Credit: PETA

The vexatious vehicle will debut in Miami outside Shake Shack on S. Miami Avenue before moving on to confront diners at other chicken-centric restaurants, including Wing Spot, Red Rooster Overtown, Chicken Kitchen, Natural Chicken Grill, Le Chick Miami, and PDQ. The following week in Fort Lauderdale, the truck will ruffle feathers outside Hooters on S. Atlantic Boulevard before moving on to Wings & More Restaurant, Chicken Kitchen, Chick’nCone, Chickeatah’, Pollo Tropical, Chick-fil-A, and other eateries.

“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.