Harden Up, Men, Go Vegan. New PETA Ads Promote Penile Performance from Plants

For Immediate Release:
May 13, 2026

Contact:
David Perle 202-483-7382

London –

In the wake of recent peer-reviewed research indicating that lifestyle changes, including choosing vegan foods, can help “significantly enhance vascular health and erectile function in men,” PETA UK is first out of the box to launch a series of video spots designed for international exposure,urging men to “put some plants in their pants.” The hard-hitting ads showcase “manly” pursuits, including a duel,a swordfight, and a karate battle, all with a surprising climax that highlights how going vegan can improve sexual stamina and erection strength.

High-resolution stills are available here.

“This campaign rams home the message that what happens in the kitchen can make for a screamingly good time in the bedroom,” says PETA UK spokesperson Dr. Carys Bennett. “Studies show that meat, eggs, and dairy products are loaded with saturated fat and cholesterol that can clog your arteries—but healthy vegan meals will keep the blood flowing to all the body’s organs.”

In the documentary The Game Changers, subjects were fed either a vegan or a meat-based meal before their erections were measured. The erections of those who ate the vegan meal were up to 13.5% firmer and lasted almost five times longer. Studies also show that vegan men have much higher total sperm counts, better sperm motility, and healthier sperm than non-vegans. Going vegan also spares nearly 200 animals a year from miserable, short lives and terrifying deaths. PETA’s free vegan starter kit can help those looking to make the switch.

It’s not just in the bedroom that a vegan lifestyle is your best wing man—one German poll found that 90% of women respondents named “kindness” as the trait they most desired in a partner.

PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that when it comes to the ability to feel pain, hunger, and thirst, a cow is a dog is a boy. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.