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PETA has enlisted grocery chains in Canada, including Sobeys, Safeway, Save-On-Foods and Urban Fare to support a new initiative to support vegan Thanksgiving fare for the upcoming holiday.

The grocery chains have pledged to promote ready-to-roast vegan turkeys and their many other animal-free holiday dinner options—and Sobeys and Safeway will use PETA's new ThanksVegan hashtag on social media.

In addition to forming a vegan alliance with Canada's biggest grocers, PETA's ThanksVegan campaign includes placing billboards that read, "I'm ME, Not MEAT," and giving away free Tofurky roasts and vegan starter kits outside non-participating grocery stores. The group will also run its popular "Grace" ad in which a little girl makes some pointed comments while saying grace at the dinner table—and offer its new Canadian ThanksVegan guide featuring shopping tips, recipes, and more.

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