Hell Pizza, a New Zealand-based restaurant franchise, is offering a special recipe for Easter: rabbit pizza.
The restaurant is advertising their special recipe with a billboard covered in genuine rabbit pelts, ABC News reports.
The billboard's tagline: "Made from real rabbits, like this billboard."
As you've probably guessed, the billboard is causing a stir among animal rights activists.
The company's Facebook page is receiving a lot of negative feedback for the billboard.
Here's a comment from the New Zealand Vegetarian Society.
"While we've been pleased to have Hell's vegetarian and vegan pizzas NZ Vegetarian Society Approved, impressed at their efforts to ensure avoidance of cross-contamination and can appreciate Hell's humour, this is deplorable on so many levels. While we "approve" Hell's veg pizzas, we do NOT approve of this."
Rabbits are considered an invasive pest species in New Zealand. When European settlers introduced them to New Zealand they quickly multiplied and overpopulated both islands.
New Zealand controls their rabbit problem with year-round hunting. Rabbit meat is a popular commercial meat. Hell Pizza is simply taking a unique approach to one of the county's persistent pest problems.
"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," Hell Pizza wrote on their Facebook page. "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."
The recipe will include smoked rabbit meat, toasted pine nuts, beetroot and horopito relish, cream cheese, rosemary, and spring onions.
What do you think of the billboard? Share your thoughts in the comments section.
Featured image via Facebook/Hell Pizza