The 24-year-old granddaughter of Ernesto "Che" Guevara will partner with PETA in the group's first South American campaign to promote vegetarianism.

The campaign, expected to debut in Argentina this October in the form of print ads and posters, features Lydia Guevara armed with carrot-laden ammunition belts and wearing a beret that even the youngest hipster will recognize from a famous T-shirt design.