PETA's 'Not Cake' tweet emerged during the peak of the 2020 'Everything is Cake' internet craze, where videos of hyper-realistic cakes being sliced went viral. PETA joined the trend by posting a video that appeared to be a cake shaped like a turkey, only to reveal a real turkey and the message that a turkey's life is 'not a cake.' The internet quickly turned the serious animal rights message into a meme, parodying the dramatic reveal and PETA's penchant for inserting themselves into viral trends. Today, the template is used to point out obvious truths, mock overly dramatic social media activism, or simply continue the 'is it cake' absurdity.