A stomach-churning spectacle featuring fake blood and replica entrails piled upon an ice cream sundae shock passersby in Birmingham’s bustling Victoria Square this week.
Organised by the UK’s leading vegan charity Viva!, the stunt stars the ‘Dairy Reaper’ – a satirical embodiment of the UK dairy industry.
This grim figure indulged in a gruesome feast of hyper-realistic blood and umbilical cords*, crafted by a professional prop team to mimic the real thing.
The live performance took place right in the heart of the Birmingham City Centre.
This eye-catching event marks the launch of Viva!’s boldest anti-dairy campaign to date, building on the momentum of their recent cinema ad, which debuted this spring to reveal the disturbing reality of dairy farming to over a million moviegoers in 300 cinemas nationwide.
The ad sparked headlines – and farmer backlash – across the country, exposing one of the industry’s darkest secrets: the routine slaughter of male calves, unwanted because they cannot produce milk.
Viva!’s campaign challenges the widespread misconception that dairy cows live idyllic lives.
Their investigations have uncovered harrowing scenes: calves being separated from their mothers within hours of birth, cows subjected to repeated forced impregnation, and modern-day zero-grazing systems where animals are confined indoors for their entire lives.
Recent investigations by the charity also revealed robotic calf feeders, filthy barn conditions, and industrialised cruelty on UK farms.
Alongside the stunt, Viva! handed out free plant-based ice creams to the public, proving that compassionate choices can be just as delicious as their dairy alternatives.
The charity also screened their powerful cinema ad, created in collaboration with award-winning production company Skylark, and handed out materials to support those curious about ditching dairy and embracing a vegan lifestyle.
Speaking about the stunt, Laura Hellwig, Managing Director of Viva!, said:
“Viva! is thrilled to be launching this bold and unflinching challenge of the UK dairy industry with a stunt that’s impossible to ignore. We’ve never been afraid to shock people, and with the Dairy Reaper devouring a grotesque sundae made of fake blood and umbilical cords, this one will stop people in their tracks.
We created this character to draw attention to the hidden horrors behind dairy products. Most people have no idea what really happens on dairy farms: calves are killed within days of being born, cows are forcibly impregnated year after year, and many live their entire lives indoors without ever stepping on grass. Even the milk itself can contain somatic cells – essentially pus – but the industry continues to market it as wholesome and natural.
Our goal is to lift the veil and expose these everyday cruelties that are hidden in plain sight. This is just the beginning – Viva! has an entire summer of bold actions planned to raise awareness and inspire people to choose kinder, vegan alternatives.”
* Please note: All blood and umbilical cords used in the stunt are artificial and made from non-animal materials. No animals were used or harmed in the creation of these materials.
