A farmer has fumed over the RSPCA's "pathetic propaganda" in a heated debate over the new video and slammed the organisation as a "joke".
The two-minute advert, which was released alongside a rebrand from the UK’s largest animal welfare charity, then showcases examples of people treating animals with respect.
Positive examples of humans valuing animals include a man moving a snail off the pavement and free-range chickens.
Speaking on GB News farmer Gareth Wyn Jones said: "It's a pathetic advertising and propaganda stunt again.
Farmer Gareth Wyn Jones and PETA campaigner Kate Werner entered into a heated debate
GB News
"At least my cows go into the food chain, they can be kept happy, they are stable and then they go to feed people. The RSPCA is a joke.
"They are trying to target farmers again and get people to stop eating meat, and drinking milk, which we've been doing for centuries.
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"Let me tell you, as a farmer, PETA will never feed anybody. We will. We are the people that feed you every day.
"At this time of the year, it's been very difficult. It's been wet and it's been very hard to get a lot of crops.
"We're going to need these animals feeding us in the future because these are an intricate part of the whole ecosystem and the food system.
"So get into your steaks, get into your chickens, get into your eggs, get into your bacon. Don't listen to Peta."
The angry farmer slammed the rebrand
GB News
However, Senior Campaign Manager at People for the Ethical Treatment of Animals (Peta) Kate Werner felt that the RSPCA is not going far enough to protect animal rights.
She said: "The message in this video is a positive one. It is that all animals deserve respect. "They're living beings and they're not inanimate objects to be commodified.
"True respect is not about abusing any animal for a burger or a pair of shoes.
"If you agree with the sentiment in the video, the next logical step is to live in a way that causes the least harm possible to animals and go vegan.
"Of course, there's this misguided belief that some species are more important than others, which is specious thinking.
"It doesn't matter if they are big or small, if they're feathered or thin or if they have four legs or two or no legs at all."
In the video, a variety of animals sing Respect, by Aretha Franklin, whilst different creatures are poorly treated by humans.
This includes a spider being swatted, a bee being caught in a lawnmower, and the rearing of chickens.
