PETA targets attack billboards at Minnesota’s Jucy Lucy burger

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MINNEAPOLIS– It’s a gripping campaign that attacks a Minnesota tradition – the Jucy Lucy burger.

The billboard takes aim at Minnesota’s iconic cheeseburger saying “Juicy Lucys Tear Families Apart”. To drive the point home, the sign sits above Ray J’s American Grill in northeast Minneapolis, which sells the Jucy Lucy.

“It’s a bit of a bashing, I would say, low place to put it,” said Alex Ranta, who noticed the sign after eating a burger for lunch at Ray J’s. “People choose what they choose to eat, regardless of signage.”

Jeff Anshus thinks the billboard is perfectly placed.

“It’s funny, it’s smart, it’s pointed because they sell it there, that’s why it’s there,” Anshus said. “I think it’s a very busy corner and people will look at it and at least think.”

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The president of People for the Ethical Treatment of Animals says the purpose of this billboard is to encourage people to go vegan.

Ingrid Newkirk, president of PETA, said in a statement:

“The bond between a mother cow and her calf is so strong that the two mourn for days after being ruthlessly separated for use by the meat and dairy industries. PETA urges everyone to remember the cruelty that is cooked into these burgers and instead choose one of the delicious vegan options currently on the market.”

Although Ray J’s is known for its burgers and wings, it does offer vegetarian options, including a veggie burger and wings in place of cauliflower.

“I think we need more vegetarian options, we need all the cheat meat and all that stuff, but we definitely have to think about where we get our food and what we consume,” said Anshus.

PETA says it also set up the billboard near Matt’s Bar and Grill and other places serving Juicy Lucys, but WCCO-TV’s Marielle Mohs and photographer Tom Aviles didn’t find them circulating Friday.

WCCO contacted Ray J’s for comment, and they declined.

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