With a whopping 38 percent obesity rate, McAllen is the 2nd most obese city in the U.S.

No wonder why PETA decided to unveil a provocative new billboard of a man holding his “love handles”.

It’s all part of PETA’s “Hold the Cheese, Try Vegan” campaign which uses billboards like this one, sitting along south bicentennial boulevard near the intersection of savannah avenue that shows a man holding his overhanging stomach.

Also as part of this campaign, PETA dispatched these beautiful ladies in milkmaid outfits and spiked heels to hand out free cheesy vegan snacks in order to help put a dent in the city’s obvious and embarrassing addiction to dairy products.

For more information on the “Hold the Cheese, Try Vegan” campaign, visit peta.org.