PETA’s New Ad Aims to Get Fisherman’s Wharf Visitors Unhooked on Fish

Group Dispatches 'Tiffany Tuna' to City With Faux-Seafood Giveaway and Plea to 'Try Vegan'

For Immediate Release:
March 12, 2014

David Perle 202-483-7382

San Francisco – If you’re in San Francisco and you want to make a point about killing and eating fish, where do you go? Fisherman’s Wharf, of course. That’s why PETA has just put up a giant wallscape ad that shows a fish next to the caption “My Life Is in Your Hands. Please Try Vegan.” The ad is located a short block from Fisherman’s Wharf on Pier 39 on Bay Street at the Embarcadero parking garage. To drive home the point, “Tiffany Tuna”—a PETA member in a fish costume—will hand out vegetarian/vegan starter kits and delicious vegan seafood to take home and fry up. Studies show that fish are intelligent, sensitive animals who experience pain and fear. They have no legal protection from abuse, and many undergo excruciatingly painful decompression when they’re pulled from deep water. Those who survive are slowly suffocated, cut apart and disemboweled while they’re still conscious, or crushed under other animals.

When:   Thursday, March 13, noon 

Where:  Embarcadero parking garage, beneath the new PETA ad (at the intersection of Powell and Jefferson streets), San Francisco

“We want to make it fun and easy to try tasty vegan foods and to help people remember that the animals in the freezer case were once someone, not something,” says PETA Special Projects Manager Alicia Woempner. “Eating good food, being healthy, and protecting animals are things everyone can get behind.”

San Francisco is the fifth leg of the ad campaign, which has included “Try Vegan” billboards in New York, Los Angeles, Chicago, and Washington, D.C. The campaign challenges people to think about their consumption of flesh from the perspective of the fish, chickens, pigs, and cows who are killed for food.

For more information, please visit

For Media: Contact PETA's
Media Response Team.


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 Ingrid E. Newkirk

“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind