Photo by Niamh Coomey PETA’s “Hell on Wheels” truck rolls out of the TJ’s Sports Garden parking lot Thursday afternoon.

WHEELING — PETA’s newest guerilla marketing campaign “Hell on Wheels” paid visits to several Wheeling businesses Thursday, much to the disapproval of some locals.

The truck, featuring images of chickens packed into shelves on their way to slaughter, has been touring towns across the United States in a controversial attempt to raise awareness about unethical slaughter practices and encourage veganism.

A speaker on the front of the vehicle plays recorded sounds of real chickens crying out, as well as a “subliminal message” every 10 seconds encouraging listeners to go vegan.

“We’ve been confronting consumers at restaurant districts and city centers all over the country, asking people for maybe even the first time to think about what happens to chickens before they end up slaughtered and end up on the restaurant menu or grocery store shelves,” PETA representative Marnie Chambless said.

Chambless said the campaign targets chicken-centric chains as well as smaller, local establishments as they want to include the highest-traffic businesses in each area they visit.

The “Hell on Wheels” truck started the day in Wheeling with visits to TJ’s Sports Garden Restaurant and 19th Hole, two hot spots on a busy section of National Road.

Just minutes after the truck’s arrival at TJ’s, owner TJ Radevski swiftly arrived to ask Chambless to leave the restaurant’s parking lot, where Radevski pointed out that the PETA vehicle took up two parking spots during a busy lunch hour. Radevski declined to comment on the situation.

Locals appeared to rally in support of TJ’s, with some commenting on a post on a community Facebook group leading up to the truck’s arrival encouraging residents to go out and get chicken at the popular spot Thursday.

Rabbi Joshua Lief of Wheeling’s Temple Shalom was having lunch at TJ’s during PETA’s visit, and said he feels that hindering small restaurants from success during busy mealtimes and shaming consumers was not an appropriate or effective way to protest or raise awareness.

“I certainly agree that there should be protections for animals not to be treated cruelly,” he said. “But that doesn’t justify targeting a small, local business with a bigger concern. That seems equally unethical to me to suggest that two wrongs make a right.”

Chambress, however, had a different take, arguing that forcing consumers and businesses to witness the poor treatment of chickens first-hand could change their mindset.

“We want people to recognize that nobody needs to eat meat, dairy or eggs to be healthy and there are tons of compassionate foods they can eat instead of animals,” she said.

After several requests by Radevski to leave TJ’s, Chambless moved the truck next door to 19th Hole. There, a Wheeling police officer arrived shortly after to ask Chambless to leave after receiving a call from management, and Chambless agreed.

In a written statement, 19th Hole owner Angie Szalay said PETAs presence “targeting small businesses” adds to their stress, but they will get through it like any other day.

“Being a small business owner is about survival, day in and day out,” she said. “I do respect the cause, but this isn’t the way to get their message across.”

Chambless also made stops at Bob Evans, Bridge Tavern, Lily’s Tavern, McDonald’s, KFC, Burger King, Char House, Bridge Street Plaza, Domino’s, Chick-fil-A, Cheddars, Quaker Steak & Lube, Primanti Bros, Wendy’s, Longhorn Steakhouse, Buffalo Wild Wings, Texas Roadhouse and Cabela’s.

Chambless said that as the day went on she received some supportive honks from passersby, as well as some ‘thank yous’ from patrons. Several other managers asked her to leave restaurant property.

The ‘Hell on Wheels’ truck plans to continue its journey, making stops in Pennsylvania tomorrow.