(By MICHELLE CHAPMAN AP Business Writer) – Burger King is staging an intervention with its cows. The chain has rebalanced the diet of some of the cows by adding lemon grass in a bid to limit bovines contributions to climate change. By tweaking their diet, Burger King said Tuesday that it believes it can reduce a cows’ daily methane emissions by about 33%. Cows emit methane as a by-product of their digestion. Methane emissions from livestock comprised more than a quarter of the emissions from the agriculture sector.

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