Fat folks in Gloucester are up in flabby arms over a PETA campaign that takes aim at a newly opened mortuary designed to accommodate the increasing number of dearly departed who've shuffled off a 700lb mortal coil.

"The premise behind the wording is completely wrong, it's irresponsible, it should be taken down immediately," said a National Obesity Forum spox about the billboard, which advises readers to go vegan if they wish to avoid "meating" their maker.

PETA countered NOF's claims by saying "'The best thing that coffin dodgers can do for their health and to help animals is to go vegan."

Further: "Overwhelming scientific evidence shows that vegetarians and vegans are far less likely to be overweight than meat-eaters are and far more likely to be in better overall health."

Yeah, but they don't get to eat delicious meat pies so let's call it a wash.

[Photo via PETA]