PETA scored a PR win this week when the makers of Animal Crackers agreed to remove the animals on its boxes from cages. But the animal-rights group's newest initiative isn't faring as well, reports the Baltimore Sun. Why? A new billboard in Baltimore is trying to get folks to stop eating their beloved crabs. The billboard features a blue crab with the words, "I'm me, not meat," and, "See the individual. Go vegan." See an image of it here as tweeted by reporter Danielle Ohl, who calls the billboard a "bold play in Baltimore."
Based on social media reaction, PETA isn't having much luck changing hearts. The Sun and CBS Baltimore round up some examples, including, "You evolved a shell and claws to protect your meat. I have hands and a mallet. LET'S DO THIS." And another: "Siri, show me the biggest waste of advertising money you’ve ever seen.” A PETA news release argues that "just like humans, crabs feel pain and fear, have unique personalities, and value their own lives." But the owner of Jimmy's Famous Seafood calls the billboard "pretty tone-deaf." (Read more PETA stories.)