The product of New Zealand’s Hell Pizza, the Rabbit Pizza, is, as you might expect, made from real rabbit.
As is the billboard the firm is advertising it on.
Yup – There must be some hundred or so rabbit pelts nailed to that thing.
On the Hell Pizza Facebook page, the firm writes: “A note on our billboard. As well as being a delicious meat and even quite cute, rabbits are unfortunately also a noted pest that is damaging to the New Zealand environment, particularly in the South Island.
“For those who are concerned, we sourced these rabbit skins via a professional animal tanning company, who in turn sourced them from local meat-processing companies where the skins are a regular by-product.”
Indeed according to New Zealand Department of Conservation documents, “rabbits are classed as Unwanted Organisms under New Zealand’s Biosecurity Act 1993. As such, they can be hunted and controlled anywhere, at any time by any legal and humane means.”
But PETA UK Associate Director Mimi Bekhech tells HuffPost UK: "Hell Pizza may be in trouble for more than the skinned rabbits rotting on its unappetising billboard, because contrary to its claims, there is nothing 'ethical' about how the rabbits were slaughtered.
"Were the once-lively little animals who were ground into pizza toppings shot, strangled or snared? Were they gassed, or did they have their spines pulled away from their necks?
"Those are the common ways in which rabbits are killed by people who sell a bit of tat for gloves and collars – and now, if anyone other than the village bully is buying, to go on pizza. As for the name, 'Hell' sounds about right, because it's what the rabbits likely experienced before they were made part of this tacky PR stunt."
Hell Pizza is no stranger to the headlines – back in 2012 it came up with Pizza Roulette – a pie with one mystery slice doused with the “hottest chilli known to mankind”.
And in 2008 one New Zealand man announced he planned to sell his soul to the restaurant.
What your favourite pizza toppings say about you: