Hot dogs on sale at Borough market: made from real dog?

Welfare charity Animal Aid set up this stall pretending to sell dog meat at London's Borough Market yesterday. Their aim is to scare consumers into thinking about slaughterhouses by making them suppose that cuddly animals such as labradors are being made into literal hot dogs. The campaign is promoting a vegan lifestyle, essentially arguing that no matter how good the life of an animal, it will still end in a slaughterhouse. What do you think: a step too far in terms of shock campaigning?