Diners in Fort Myers and Cape Coral just might think twice about chowing down on fried chicken after they see—and hear—“Hell on Wheels,” PETA’s guerilla-marketing campaign featuring a life-size chicken transport truck covered with images of real chickens crammed into crates on their way to a slaughterhouse, complete with actual recorded sounds of the birds’ cries and a subliminal message every 10 seconds suggesting that people go vegan.

When:    Saturday, January 20, 12 noon (Fort Myers), and Thursday, January 25, 12 noon (Cape Coral)

Where:    Outside Ford’s Garage, 2207 First St., Fort Myers, and McDonald’s, 1222 Cape Coral Pkwy. E., Cape Coral

The vexatious vehicle will debut outside Ford’s Garage on First Street in Fort Myers before moving on to confront diners at Wings and Rings, Pollo Tropical, Zaxby’s, PDQ, Buckett’s Wings & More, and Patinella’s Chicken Grill. The following week in Cape Coral, the truck will ruffle feathers at McDonald’s on Cape Coral Parkway E. before moving on to Wendy’s, Hurricane Grill & Wings, Buffalo Wild Wings, Popeyes, Chick-fil-A, Wingnuts, and other restaurants.

“Behind every barbecued wing or bucket of fried chicken is a once-living, sensitive individual who was crammed onto a truck for a terrifying, miserable journey to their death,” says PETA Executive Vice President Tracy Reiman. “PETA’s ‘Hell on Wheels’ truck is an appeal to anyone who eats chicken to remember that the meat industry is cruel to birds and the only kind meal is a vegan one.”

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 the group on X (formerly Twitter), Facebook, or Instagram.