PETA Exposes ‘Happy Christmassacre’ In Hard Hitting Vegan Christmas Push
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Key Facts
- PETA and Grey London team up on “Happy Christmassacre” festive campaign
- Cinema, social and OOH work reframe Christmas dinner as hidden slaughter
- Hero film twists a cosy family feast into a horror inspired meat industry reveal
- OOH replaces classic festive symbols with graphic animal derived textures
- Rollout spans UK cinemas, global digital, and UK wide outdoor placements
PETA has partnered with Grey London on “Happy Christmassacre,” a Christmas campaign that reframes the traditional meat heavy holiday feast as a scene of unseen violence. The two minute hero film, directed by David Shane through O Positive, opens on a familiar family Christmas table before sliding into horror territory, exposing the slaughter behind the turkey and trimmings. The work positions a vegan Christmas as a more compassionate way to celebrate, using dark comedy to cut through crowded festive ad space.
The idea extends into a broader visual world across social and out of home. Classic Christmas cues are twisted into something more unsettling, like executions that trade Santa’s red and white suit for close ups of stained animal pelts. By turning warm, nostalgic imagery into something confrontational, the campaign forces viewers to reconsider how normalised meat centred rituals have become and challenges them to question what “tradition” really costs.
“Happy Christmassacre” will run in UK cinemas and on global digital platforms, with Germany, the UK and the US as priority social markets. Outdoor work will appear nationwide in the UK, backed by guerrilla style fly posting in London to spark conversation on the street. For PETA, the campaign is a push to make vegan Christmas menus feel like the logical extension of seasonal goodwill, while for Grey London it showcases how a strong creative idea can recast an everyday moment as a cultural flashpoint.
