‘Man Up, Cheese Addicts!’ Female Sisyphus to Challenge Male Football Fans Ahead of Super Bowl LVIII

For Immediate Release:
February 7, 2024

Sara Groves 202-483-7382

Las Vegas

On Friday, ahead of Super Bowl Sunday—one of the biggest days of the year for cheese consumption—a loincloth-clad PETA member will be on Fourth Street near the Fremont Street Experience reenacting the myth of Sisyphus, who was condemned to roll a boulder up a mountain only to have it roll back down every time. She will push a giant vegan cheese wheel in downtown Las Vegas—and push everyone, particularly resistant men, to go vegan before the big game.

Where:    113 N Fourth St, Las Vegas

 When:    Friday, February 9, 12 noon

sisyphus cheese wheel pushed uphill

 The display will call primarily on men, who are the most likely to whine that they “just can’t give up” dairy cheese—to “man up” and overcome their addiction. To prove how easy this is, everyone who shows up to witness the feat will be treated to complimentary creamy, dairy-free cheese wheels from Babybel, just one of the many tasty vegan cheeses now on the market.

“Men are notorious for being the most stubborn cheese addicts, and we’re challenging them to kick off Super Bowl Sunday by kicking this disgusting ‘mama’s boy’ habit for the sake of their arteries, the animals, and the Earth,” says PETA President Ingrid Newkirk. “PETA’s display will remind everyone that sacking cruel and unhealthy dairy cheese is not a Sisyphean task.”

PETA notes that real men are protectors, not bullies, and in the dairy industry, calves are torn away from their mothers, often within a day of birth, so that the milk meant to nourish them can be stolen and sold to humans. PETA’s investigations into dairy facilities have found workers electroshocking cows in the face, hitting them with poles and a cane, and abusing them in other ways. Once their bodies wear out from repeated pregnancies, they’re sent to slaughter.

PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—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.

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