Grill’d has enraged vegetarians, vegans and animal activists alike with the launch of its bunny burger to coincide with the Easter long weekend.
Marking the launch with an ad on its Facebook page, the boutique burger shops says: “Move aside choccy eggs, this Easter we're bringing you the Bunny Burger. That's what's up, doc.”
The ad shows off the new rabbit burger, comically wearing fluffy rabbit ears.
The burger is made from “ethically sourced” Australian rabbit, as well as pork belly and duck fat, according to the company's website.
Thousands of people have taken to the comment thread on Facebook to express their distaste, with many saying they will boycott the business for the “disgusting” decision.
"What an excellent way to make more people vegetarian - pick the cutest animal possible and tell them and their children that you're killing them for food. Excellent to see you're helping people transition to a plant based diet due to shock factor, thanks Grill'd!,” says one person.
Another says: “WTF Grill'd. Are your marketing and product development teams on the wacky tobbacy or something??”
One Facebook user called out the brand's marketing team: "Who was the marketing genius that decided this one?? Disgusting."
The Animal Liberation organisation has hit back at Grill’d, launching a petition to show the company where rabbit meat really comes from, accompanied by a tell all video.
Grill'd has been approached for comment.
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