No stranger to controversy, New Zealand’s Hell Pizza is capturing attention around the world thanks to a billboard covered with the pelts of hundreds of rabbits. The billboard advertises the pizza chain’s new Rabbit Pizza made with smoked New Zealand wild rabbit.
The brand’s Facebook page clarified that the rabbit skins were obtained from an animal tanning company, who sourced them from local meat processing companies.
Despite the clarification, the billboard is drawing lots of negative reaction on the brand’s Facebook page.
The ad was created by Auckland agency Barnes Catmur & Friends.