KALAMAZOO COUNTY, MI — A giant chicken glares as Taco Bell customers approach the drive-thru window at 2229 S. Sprinkle Road in Comstock Township.

“Would it kill you to get a bean burrito?” reads the electronic billboard. “Please, go vegan.”

Animal welfare activist group People of the Ethical Treatment of Animals (PETA) is behind the new sign.

“PETA’s billboard aims to encourage people to consider who is in their burrito, and let chickens Live Más by ordering vegan,” said PETA President Ingrid Newkirk, who founded the organization.

Rather than boycotting Taco Bell, PETA wants customers to explore its plant-based menu items.

“Taco Bell’s customizable menu makes it easier than ever to order delicious, kind meals that are full of flavor and free from suffering,” Newkirk said.

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