The People for the Ethical Treatment of Animal's advertising campaign stars the musician and high-profile vegan Moby, and targets the turkey brand Butterball.
Moby has recorded a message in response to Butterball's annual freephone number that gives consumers tips on how to best cook the Thanksgiving turkey. Moby's message says: "Please join me in calling the Butterball people to let them know that there is no proper way to kill and cook these beautiful birds."
Now the Centre for Consumer Freedom, a coalition of companies in the food industry, is countering the Peta campaign with one of its own.
Rather than tackling the issue of turkey farming and slaughter, however, the Centre for Consumer Freedom campaign questions Peta's stance on using animals for medical research. It claims that Moby, who also supports Aids charities, will have to choose between the causes.
The poster, which will appear in Time and Variety magazines, shows the image of a lit match held to a red Aids ribbon and the words "Even if animal research resulted in a cure for Aids, we'd be against it", a quote from Peta's president and co-founder Ingrid Newkirk.
On the organisation's website, it says: "The Centre for Consumer Freedom believes that Americans should not let animal rights activists ruin Thanksgiving dinner. So we're recommending that consumers who are tired of unsolicited dietary advice from extremists call Peta's 'Vegetarian Thanksgiving Hotline' and tell Peta and Moby to 'Stuff it.'"
The Centre for Consumer Freedom describes itself as "working to promote personal responsibility and protect consumer choices".
Peta is no stranger to publicity for its controversial advertising campaigns. Last week, it launched an anti-fur campaign in the UK starring Sophie Ellis Bextor, and it is famous for its 1980s fur ads featuring supermodels saying: "I'd rather go naked than wear fur."
Moby has also recorded an ad for Peta in Europe against eating fish.
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