The chain has rebalanced the diet of some of the cows by adding lemon grass in a bid to limit bovine contributions to climate change. By tweaking their diet, Burger King said Tuesday that it believes it can reduce a cow’s daily methane emissions by about 33%.

Cows emit methane as a by-product of their digestion, and that has become a potential public relations hurdle for major burger chains.

Greenhouse gas emissions from the agriculture sector made up 9.9% of total U.S. greenhouse gas emissions in 2018, according to the Environmental Protection Agency. Of that amount, methane emissions from livestock (called enteric fermentation) comprised more than a quarter of the emissions from the agriculture sector.

With an over-the-top social media campaig n that teeters between vulgarity and science (sprinkled with more vulgarity), Burger King is banking on the heightened awareness of climate change and its responsibility to limit its own role.