Just when visitors get off the plane for a nice relaxing vacation in the lobster capitol of the world, this month, they'll be met with ads from PETA, People for the Ethical Treatment of Animals, imploring them to not eat Maine's signature seafood.

The Bangor Daily News reported that the action group put up the ads in Maine's biggest airport.

The Portland Press Herald reported today that the ads will run throughout the month, just as Maine's iconic Lobster Festival is getting under way this week.

The ad features a lobster holding up a sign that says "I'm ME, Not MEAT," and "See the Individual. Go Vegan."

PETA claims that the handling, processing and consumption of lobsters constitutes inhumane treatment, as the animals are often dismembered or boiled alive during the cooking process.

Travelers and tourists spoke to the Press Herald about their dining plans, and whether or not the ads changed their minds. Some of their answers were pretty surprising.

Read the full story here.

PETA