30 Rock Ruckus to Erupt as PETA Get Kids to Scream for Vegan Ice Cream
For Immediate Release:
August 28, 2025
Contact:
Hannah Nelson 202-483-7382
Bring your ear plugs and your kids! It’s time to churn up the volume! On Friday, an “I Scream” truck will screech to a halt outside 30 Rock, encouraging everyone around to scream their heads off for free vegan ice cream as part of a campaign in which thousands of dairy-free delights are being handed out nationwide, even as PETA urges ice cream shops to carry the kind-to-cows and lactose-free treat. PETA’s mobile parlor will then melt hearts—and its competition—by taking the giveaway to Times Square, the Museum of Ice Cream, Coney Island, and Central Park throughout the long weekend.
Ever-more people are ditching dairy out of concern for the animals, the planet, their own arteries (or dad’s or gramp’s), or because they’re among the millions of Americans who are lactose intolerant, and shops already serving vegan ice cream are scooping up the rewards.
“Vegan ice cream is the kind treat because cow’s milk is made for her calf, not for us,” says PETA President Tracy Reiman. “PETA is getting loud to encourage everyone to choose delectable dairy-free desserts and leave animals in peace.”
Where: At the corner of 49th and 6th, New York
When: Friday, August 29, 12:00 to 1:00 p.m.
Why: Cows have friends and mourn when a loved one dies or when they’re separated from each other, yet in the dairy industry, female cows are forcibly impregnated and have their beloved calves stolen from them so the milk meant to nourish their babies can be sold to humans. Newborn males are slaughtered for veal, while female calves endure the same fate as their mothers until their bodies wear out and they’re sent to slaughter.
PETA notes that with an abundance of dairy-free ice creams available today—including decadent vegan flavors from Oatly, Breyer’s, Ben & Jerry’s, and more—it’s never been easier to opt for delicious desserts that let calves stay with their mothers. PETA’s free vegan starter kit—and guide to chains that offer vegan ice cream—can help anyone looking to make the switch.
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 PETA on X, Facebook, or Instagram.
