For the first time ever, PETA is readying a campaign to promote vegetarianism in South America. How fitting then that the woman they chose to front it is none other than the 24-year-old granddaughter of Cuban revolutionary leader Ernesto “Che” Guevara.

The animal rights group approached Lydia Guevara in recent months after finding out that she was vegetarian. In the ad, Guevara wears camouflage pants, a red beret, and bandoliers of baby carrots while standing with one fist on her hip and the other outstretched.

“It very much evokes the tag line of the ad, which is ‘Join the vegetarian revolution,’” PETA spokesman Michael McGraw told the AP. “It’s an homage of sorts to her late grandfather.”

The full print is expected to hit magazines and posters this coming October.

H/T Linton!