A mobile PETA protest in Rock Hill took an unexpected turn this past weekend when it drove diners to local barbecue restaurants instead of away.
PETA’s “Hell on Wheels” truck, designed to deter meat consumption, made a stop at The Dixie Pig in Rock Hill as part of its national tour. The truck featured life-size decals of caged pigs and blared recordings of panicked squealing from its stereo. However, instead of prompting customers to reconsider their dietary choices, the protest had the opposite effect—BBQ lovers flooded the restaurant in support.
Inside The Dixie Pig, diners reacted with amusement and defiance, chanting “eat more pigs” as they watched the truck pull in. The restaurant had anticipated the protest, posting on Facebook a day prior about PETA’s planned arrival. They invited patrons to show their support, and the response exceeded expectations.
After a record-breaking rush of customers, The Dixie Pig updated its post, thanking the community:
“UPDATE: We want to thank you all for the support today! The PETA truck parked along the side road and didn’t enter the parking lot, possibly because you all had it packed! They were peaceful and left within 45 minutes. Thanks again for the continued community support! We are so appreciative as always!”
Other commenters mocked PETA’s efforts, with one writing, “I think PETA severely underestimated this area. All they’ve done is drum up more business.” Another joked, “Is this truck going to hit every restaurant in town? What a boost for these restaurants!”
According to PETA’s website, the “Hell on Wheels” truck is meant to shock audiences with graphic visuals and distressing sounds of pigs being transported to slaughter. It also plays a subliminal message every 10 seconds, urging people to go vegan.
Despite its dramatic approach, the protest in Rock Hill ended quickly, with PETA’s truck leaving within 45 minutes. Meanwhile, local barbecue spots enjoyed one of their busiest days in months.
