Seen in this photo is Hell Pizza's new billboard, which is covered in rabbit skins. Hell Pizza posted this photo to their Facebook, April 10, 2014. (Hell Pizza)

Maybe the concept of pizza is just … different in New Zealand.

A new billboard for Hell Pizza advertising an Easter special of rabbit pizza is itself covered in rabbit - or at least rabbit furs.

The chain tweeted that the recipe will include smoked wild New Zealand rabbit, toasted pine nuts, beetroot and horopito relish, cream cheese, rosemary, and fresh spring onions.

After weathering some blowback on the Internet for the bunny-themed pies and ads, the company let loose some rabbit facts:

"As well as being a delicious meat, and even quite cute, rabbits are unfortunately also a noted pest that is damaging to the New Zealand environment, particularly in the South Island," they wrote on their Facebook page. "For those who are concerned, we sourced these rabbit skins via a professional animal tanning company, who in turn sourced them from local meat processing companies where the skins are a regular by-product. Our Rabbit Pizzas are made purely from wild rabbits from Southland and Otago.