PETA launched its first celebrity ad in the Philippines in 2004. The ad promoted a healthy vegetarian diet and featured radiant top model Isabel Roces—granddaughter of Don Chino Roces—in a stunning gown made entirely of cabbage leaves.
A year after, this time wearing little more than a smile, Isabel posed for another PETA ad. A perfect depiction of vegetarian health and beauty, Isabel reclined naked amid carefully arranged hot chilli peppers under a sign reading, "Spice Up Your Diet. Go Vegetarian."

