Not one shy of using video games hype to promote its own campaigns, People for the Ethical Treatment of Animals has leapt upon Nintendo's recently released Pokemon X & Y.
However, rather than attack the game directly as it has done in the past PETA has instead launched its own playable Pokemon game that it hopes will promote people to covert to veganism.
For generations, humans have loved Pokemon, but if Pokemon came to our world and saw how we treated animals, would they love us back?” the blurb reads. Be a hero for real-life animals by pledging to try vegan.
With the huge selection of delicious vegan meats and alternatives to dairy foods and eggs available, there's no excuse not to give a vegan diet a try. We'll send you delicious recipes and tips for living cruelty-free to help you along the way.
Change your life for the better and save the lives of animals by pledging to try vegan today.”
The game itself, which you can try below, sees Pikachu and pals attempting to uncover conspiracies about America's food production industry: