A popular pizza chain in New Zealand is getting a lot of attention for its newest menu item, but even more for its billboard.

Getty Images/Tim Boyle / Staff

Hell Pizza, which by all accounts is appropriately named, has introduced its new rabbit pizza – a pizza topped with rabbit meat. Personal tastes aside, it's Hell Pizza's disgusting billboard that's getting a ton of criticism.
The billboard reads, "New for Easter – Rabbit Pizza. Made from real rabbit, like this billboard." The sign is covered in actual rabbit skins.

The New Zealand Vegetarian Society says, "This is deplorable on so many levels.”
Hell Pizza understands the criticism but defends the billboard saying, "For those who are concerned, we sourced these rabbit skins via a professional animal tanning company, who in turn sourced them from local meat processing companies where the skins are a regular by-product.” In other words, the bunnies were not slaughtered for the billboard, so technically no animals were harmed in making it. (NY Daily News)