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Love Veg celebrates fresh beginnings with a billboard in Times Square

Shortly after the relaunch of the Love Veg program, a billboard appeared in Times Square, advertising its free digital cookbook.
January 31, 2024 Updated: March 1, 2024
love veg billboard in Times Square Love Veg billboard in Times Square

Just weeks after the successful relaunch of Animal Equality’s signature plant-based program, New York City pedestrians stumbled upon a refreshing digital billboard in Times Square. The Love Veg program extended an invitation to passersby with text that read, “Get your free plant-based eBook!

The posting of the Love Veg billboard comes just one day after Animal Equality’s protest on Broadway in New York City. During this protest, demonstrators called out a marketing and public relations firm for its association with animal cruelty. 

love veg billboard in Times Square

With millions of people gathering each day in Manhattan alone, Animal Equality and Love Veg have made a mark on the city, reminding consumers of their role in ending animal cruelty. 

What’s new at Love Veg?

Responding to global issues of factory farming corruption and animal cruelty, Love Veg underwent a transformative relaunch in January 2024. The program strives to simplify plant-based eating, making it both delicious and accessible–even for those who don’t consider themselves gourmet chefs.

Plant-curious readers can expect: 

  • A free, downloadable cookbook with appetizers, main courses, and desserts
  • A welcome email journey, complete with expert health insights, budget-friendly shopping tips, and how to choose compassion while dining out
  • Blogs covering everything from celebrity tips to stocking your pantry
  • A library of free recipes bursting with flavor and wholesomeness
  • Inspiration to help you protect animals, your health, the environment, and your community with each bite

Join Love Veg: the gateway to compassionate living

With millions around the world experimenting with animal-free meals, it’s no wonder the plant-based sector has grown in recent years. From budget-friendly staples like beans, lentils, and pasta to popular alternatives like Beyond Burgers and oat milk, there’s something for every palate. 

As the plant-based message lights up Times Square, you can join this culinary action. Whether driven by health, environmental concerns, or the fight against animal cruelty, those exploring the Love Veg hub enter a community centered around encouragement, acceptance, and ethical living. 

So, what are you waiting for? Subscribe to the Love Veg newsletter today, and receive your free digital cookbook. 

Rescued hen held by Animal Equality volunteer


With rich emotional lives and unbreakable family bonds, farmed animals deserve to be protected.

You can build a kinder world by replacing animal food products with plant‑based ones.

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