Because eating vegan is fast becoming everyone’s “new normal” in light of the current pandemic, which originated in a meat market, PETA is launching its “ThanksVegan” campaign, a major new initiative supported by Sobeys, Safeway, Save-On-Foods, and Urban Fare that shows people how easy it is to enjoy a decadent holiday feast that leaves animals in peace. The grocery chains have pledged to promote ready-to-roast vegan turkeys and their many other animal-free holiday dinner options—and Sobeys and Safeway will use PETA’s new ThanksVegan hashtag on social media.
In addition to forming a vegan alliance with Canada’s biggest grocers, PETA’s ThanksVegan campaign includes placing billboards that read, “I’m ME, Not MEAT,” and giving away free Tofurky roasts and vegan starter kits outside non-participating grocery stores. The group will also run its popular “Grace” ad—in which a little girl makes some pointed comments while saying grace at the dinner table—and offer its new ultimate Canadian ThanksVegan guide featuring shopping tips, recipes, and more.
“PETA’s ThanksVegan campaign is built on the premise that when it comes to having feelings, loving their families, and valuing their lives, turkeys aren’t much different from us,” said PETA President Ingrid Newkirk. “We’re set on helping people enjoy a beautiful ThanksVegan that saves birds’ lives and gives everyone something to be thankful for.”
Turkeys are caring parents and spirited explorers who can live up to 10 years, but those raised for food are normally slaughtered when they’re between 12 and 26 weeks old—and millions are killed each year for Thanksgiving alone. The young birds are hung by their feet from metal shackles and dragged through an electrified bath, and they’re often still conscious when their throats are slit and they’re dumped into scalding-hot de-feathering tanks.