In a promotion for their new rabbit recipe, Hell Pizza in New Zealand has covered a billboard in the hides of little Bugses and Peters with the caption “Made from real rabbit. Like this billboard.”

The Easter pizza sports “smoked wild New Zealand rabbit, toasted pine nuts, beetroot and horopito relish, cream cheese, rosemary and fresh spring onions.”

The raised hares raised eyebrows with the (obviously intended) backlash from the public, with people who don’t like knowing their food’s origins leaving comments on their Facebook page like “Excuse me but Easter is a celebration of life. Please explain how your billboard and new pizza shows this?” to which Hell responded:

This isn’t the first good marketing idea Hell Pizza has had – in the past they’ve mailed out condoms, and even bought a dude’s soul this one time, meaning that I’ve got a new favourite pizza company.

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