Alena Gerber launches PETA’s “Vegan is hot!” chili‑styled campaign
Model and animal‑rights activist Alena Gerber unveiled two new PETA campaign images in Stuttgart on 29 July 2026. The photographs feature Gerber wearing chili‑covered outfits and use the slogan “Vegan is hot!” to promote a plant‑based diet and highlight that animals are sentient beings.
Gerber, who has been vegan for more than 20 years, said the campaign is meant to draw attention to the suffering caused by animal agriculture. She noted that in Germany alone over 750 million land animals are killed each year for meat, milk and eggs, often after enduring painful procedures such as dehorning, castration, tail docking and beak trimming. She also criticized the frequent use of inadequate stunning during slaughter, which can lead to slow, painful bleeding.
The model, who lives in Bremen with her husband, daughter and adopted dog Onyx, hopes the striking visuals will prompt consumers to reconsider their food choices and increase awareness of animal‑rights issues.
Entities: Alena Gerber · Bremen · PETA · Stuttgart · Vegan is hot campaign
Claims
What the coverage asserts, and how well corroborated each claim is across sources.
- [● 5 SOURCES] German livestock often undergo non‑anesthetic procedures such as dehorning, castration, tail docking and beak trimming. (Articles describe common painful practices on farm animals.)
- [● 5 SOURCES] The campaign’s visual concept uses chili‑covered body attire to attract attention to veganism. (Described as a provocative fashion statement.)
- [● 5 SOURCES] Alena Gerber presented two new PETA campaign images featuring chilis and the slogan “Vegan is hot!” in Stuttgart on 29 July 2026. (New summer campaign with provocative chili motifs.)
- [● 5 SOURCES] Over 750 million land animals are killed each year in Germany for meat, milk and egg production. (Article cites German annual livestock death figures.)
- [● 5 SOURCES] Gerber has been following a plant‑based diet for more than 20 years. (She said she has been vegan for over two decades.)
- [● 5 SOURCES] Alena Gerber lives in Bremen with her husband, daughter and adopted dog Onyx. (Personal background mentioned in articles.)
- [● 5 SOURCES] Many German slaughterhouses use inadequate stunning, causing animals to bleed slowly and experience prolonged suffering. (Articles accuse slaughterhouses of insufficient stunning.)