Well, this is one way to draw attention to a billboard! New Zealand-based Hell Pizza decked out an entire billboard with hundreds of rabbit skins to promote a new LTO pizza featuring New Zealand wild rabbit with toasted pine nuts, beetroot and horopito relish (cream cheese, rosemary and fresh spring onion).  Like it or not, it's interesting!

The billboard has sparked international curiosity. New Zealand suffers from an overpopulation of rabbits. Hell Pizza addressed its use of rabbits and their pelts on its billboard on its Facebook page, posting, “As well as being a delicious meat, and even quite cute, rabbits are unfortunately also a noted pest that is damaging to the New Zealand environment, particularly in the South Island.

“For those who are concerned, we sourced these rabbit skins via a professional animaltanning company, who in turn sourced them from local meat processing companies where the skins are a regular by-product. Our Rabbit Pizzas are made purely from wild rabbits from Southland and Otago.”

Since the rollout of its rabbit pizza LTO, Hell Pizza has also posted quick facts about rabbit meat on its Facebook page, including:

• “The USDA has stated that rabbit is the most nutritious meat known to man. It has about half the amount of cholesterol of chicken, turkey, beef, pork, or lamb and 33% less sodium than chicken.
• Rabbits will produce 6 pounds of meat as a cow will produce 1 pound of meat on the same feed and water.
• Rabbits were first released in New Zealand by Captain Cook in 1777. They are considered a pest and can be hunted all year.”