PETA launched first celebrity ad in the Philippines in 2004, which promoted a healthy vegetarian diet, featuring radiant top model Isabel Roces—granddaughter of Don Chino Roces—in a stunning gown made entirely of cabbage leaves.

A year later, this time wearing little more than a smile, Isabel posed again for a PETA ad. The picture of vegetarian health and beauty, Isabel reclined naked amid carefully arranged hot chili peppers under a sign reading, “Spice up your diet. Go vegetarian.”