The Smiths’ ‘Meat is Murder’ Goes Arcade-Style in New Animal-Saving Video Game

For Immediate Release:

10 August 2016


Jennifer White +44 (0) 20 7837 6327, ext 222; [email protected]


PETA’s New Retro Game Is Mobile-Friendly and Free to Play

London – The Smiths’ 1985 classic song “Meat Is Murder” is back in 8-bit form for This Beautiful Creature Must Die, PETA’s new online game that features an instrumental arcade-style version of the song on loop. Players must act quickly to save chickens, cows, pigs, and turkeys from being slaughtered by tapping the animals before they fall to the bottom of the screen – while avoiding game-ending bombs. The addictive mobile-friendly game, created in collaboration with This Is Pop, is free to play here.

In addition to its vintage style, what sets This Beautiful Creature Must Die apart from other online games is the urgent message underlying its quest, as noted by The Smiths’ lead singer and longtime vegan Morrissey: “This game is the biggest social crusade of all, as we safeguard the weak and helpless from violent human aggression. You don’t get that from Pokémon Go”.

The Smiths also gave PETA permission to use the original, full-length version of “Meat Is Murder” in a hard-hitting video expose of the international meat industry that’s featured in the new game.

“This Beautiful Creature Must Die has a fun, nostalgic vibe but also calls out animal agriculture as the biggest threat to human health, animals, and the environment today”, says PETA US Vice President of Marketing Joel Bartlett. “After mastering the game, players can save animals and the Earth in real life by going vegan.”

PETA – whose motto reads, in part, that “animals are not ours to eat” – notes that in today’s industrialised meat and dairy industries, chickens’ and turkeys’ throats are cut while they’re still conscious, piglets’ tails are cut off without the use of painkillers, and calves are usually torn away from their mothers within 48 hours of birth. At abattoirs, animals are hung upside down and bled to death, often while they’re still able to feel pain.

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