Peta's poster of a coffin shaped pie on a billboard in Gloucestershire has been vandalised a day after overweight meat-eaters were labelled "coffin dodgers" by a spokeswoman for the animal rights charity.
The ad by Peta (People For The Ethical Treatment of Animals) features a pastry-topped coffin case with the slogan "Not Ready To Meat Your Maker?" in gothic script.
However, since Peta's slogan has been ripped off the bilboard to expose a tantalising glimpse of a McCain oven chip, the picture is now of a high calorific meal that rather contradicts Peta's original message.
The advert ha been criticised by Tam Fry, from the
“We want to do all we can to lessen obesity but I do not think it appropriate at all to draw attention to it in this manner,” he said.
Although Fry described it as "laughable", Peta retorted that "what's irresponsible is to have our loved ones' lives cut short because we pretend not to hear or see the overwhelming scientific evidence that vegetarians and vegans are far less likely to be overweight than meat-eaters are."
"While the meat and dairy industries bombard us with advertisements that have our kids screaming for hamburgers and chicken nuggets now, they'll be screaming in earnest later when they're too fat to tie their own shoelaces and their clogged arteries see them laid out in an oversized coffin."
Take a look at some of Peta's controversial ad campaign shots below, after celebrities stripped down for the animal rights campaginers (WARNING: Some images may be considered explicit and NSFW):