Lydia Guevara

Che Guevara's granddaughter poses for animal rights organisation PETA.

Her grandfather fought for his idea of freedom, equality and a better world; Lydia Guevara is fighting for a better world in a different way, posed semi-naked with bandoliers of baby carrots slung across her shoulders in an advertisement promoting vegetarianism.

Miss Guevara, 24, has been recruited by animal rights group People for the Ethical Treatment of Animals. "It's a homage of sorts to her late grandfather," said a PETA spokesman. "It very much evokes the tag line of the ad, which is Join the vegetarian revolution."

PETA enlisted Miss Guevara, who lives in the U.S., after finding out she was a vegetarian. The ad is PETA's first campaign promoting vegetarianism in South America. "We say the best way to save animals is not to eat them," Mr McGraw said.