Provocative ‘I’m Me, Not Meat’ Chicken Billboard Challenges Popeyes Customers

With New Ad, PETA Says That the Best Sandwich Is a Vegan One That No Bird Had to Die For

For Immediate Release:
October 9, 2019

Megan Wiltsie 202-483-7382

Berkeley, Calif. – PETA has its own take on the “Chicken Sandwich War”! In a new billboard that just went up near a local Popeyes restaurant, a chicken gazes out at the viewer next to the words “I’m ME, Not MEAT. See the Individual. Go Vegan.”

The ad—which follows PETA’s release of a roundup of the best vegan chicken sandwiches in the country—is part of a nationwide campaign that will also hit fast-food restaurants in Houston, St. Louis, and Lexington, Kentucky.

“Chickens are wonderful, gentle birds who value their own lives and don’t deserve to end up as fried fast food,” says PETA President Ingrid Newkirk. “PETA’s message is that the best sandwich is one that nobody had to die for—we can choose a delicious vegan meal and let chickens live.”

As PETA—whose motto reads, in part, that “animals are not ours to eat”—reveals in its “Chicken in Reverse” video, birds killed for their flesh are crammed by the tens of thousands into filthy sheds and bred to grow such unnaturally large upper bodies that their legs often become crippled under the weight. At the slaughterhouse, their throats are often cut while they’re still conscious, and many are scalded to death in defeathering tanks. Every person who goes vegan saves the lives of nearly 200 animals each year.

PETA’s billboard is located on San Pablo Avenue, just south of Delaware Street, facing north.

PETA opposes speciesism, which is a human-supremacist worldview that fosters violence toward other animals. 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