PETA UK has launched a provocative Christmas campaign in an effort to spark conversation around festive eating habits and highlight meat consumption.
The adverts shows a family tucking into a traditional Christmas dinner of turkey and ham – only for the scene to turn to horror as a torrent of blood splatters across their faces. The diners remain oblivious, laughing and eating as the table gets covered in blood.
The 60-second ad ends with the message that more than 180 million animals are slaughtered in the UK each festive season, followed by a plea to “spare animals this Christmas and beyond” by choosing vegan alternatives.
The ad will run in cinemas throughout December and aims to make viewers reconsider what’s on their plate at Christmas. PETA said all of the food used in the video was vegan, intending to demonstrate that “there’s an animal-friendly version of everything these days”.
“Behind every trussed-up turkey, holiday ham, or beef wellington was an individual who felt pain and fear and didn’t want to die,” said PETA vice president of programmes Elisa Allen. “PETA urges everyone to choose compassion over carnage this Christmas by tucking into a savoury vegan roast.”
While supermarkets have leaned heavily on warmth, humour and community in their festive advertising this year, PETA’s campaign takes the opposite approach, using shock and discomfort.
Once dismissed as a fading fad amid delistings and UPF criticism, the plant-based market is showing a modest comeback with meat-free volumes up 1.9%, according to NIQ. Brands are pushing cleaner labels, fortification and fewer processed ingredients to rebuild trust as shoppers seek products that feel natural and minimally processed.
The animal rights group says its goal is to make shoppers confront the ethical and environmental cost of traditional Christmas dinners – even offering a guide to meatless Christmas roasts and a free vegan starter kit for meat-eaters ready to make the switch.
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