People for the Ethical Treatment of Animals (PETA) have erected an anti-dairy billboard in Sacramento, Calif.

The billboard appears at the Business 80 on-ramp at El Camino Boulevard in Sacramento and reads, “California Cheese Comes From Miserable Cows. Go Vegan. PETA”

This latest stunt by PETA comes on the heels of PETA’s formal complain to the Federal Trade Commission regarding the California Milk Advisory Board’s “Happy Cow” commercials.

See the billboard here.