Eating a Lamb Is Like Eating a Labrador, Says PETA in New Cardiff Billboard Campaign

Eating a Lamb Is Like Eating a Labrador, Says PETA in New Cardiff Billboard Campaign

Cardiff – Ahead of Easter, PETA has placed three billboards in Wales, which is home to over 10 million sheep – nearly a third of Britain’s sheep population – posing a simple question: “If you wouldn’t eat a dog, why eat a lamb?” The dogged pro-vegan appeal is designed to get people thinking about who they see in the butcher’s window and asks everyone to extend the Easter tenet of mercy to all animals by enjoying a vegan meal this Easter and beyond.

The billboards can be found in Cardiff Central station (CF10 1EP) and will be live for two weeks. High-resolution images are available here. Credit: Nuria Serna Photography

“Lambs and dogs are the same in all the ways that count – from feeling joy and pain to bonding with their loved ones,” says PETA Vice President of Programmes Elisa Allen. “PETA’s billboards are dishing up some food for thought and encouraging people to stay clear of butchers and leave animals off their plates this Easter – and every day.”

Each year, millions of lambs bred for their flesh die from exposure, malnutrition, or disease within days of birth, and survivors are typically slaughtered when they’re just 10 weeks old. During their short lives, they may undergo painful mutilations, such as tail-docking and castration, without painkillers. Before they end up on someone’s plate, lambs are packed onto lorries, sometimes without food or water, for gruelling journeys to an abattoir and some are still conscious and aware as workers cut their throat.

PETA – whose motto reads, in part, that “animals are not ours to eat” – opposes speciesism, a human-supremacist worldview. For more information, please visit or follow the group on Facebook, X, TikTok, or Instagram.


Lucy Watson +44 (0) 20 7837 6327; [email protected]