As we reported yesterday, Australian singer-songwriter Xavier Rudd has landed himself in water hotter than a tub of potato and gravy after one of his signature tunes was used in a recent commercial for fast food giant KFC.

Having been named Australia’s Sexiest Vegetarian by PETA in 2008, Rudd has received praise for his efforts to promote vegetarianism and sustainable farming and raise awareness of animal cruelty and factory-farming.

Considering his reputation, you can see why fans were more than a little miffed when they heard Rudd’s bouncy 2004 track ‘Let Me Be’ in an ad promoting KFC’s alliance with Australian cricket. They immediately took to social media to savage the singer.

“Please tell me you didn’t sell rights to let me be to be played on the KFC ad… BIG downfall,” wrote one disappointed fan. “Ironic that you [sic] newest song is called ‘Shame’… Shame in you,” another added.

At the moment, it’s not clear if Rudd is even are of the song’s use in the ad as it could have been the result of a deal struck with whoever owns the publishing rights to the track. Not helping matters is Rudd’s radio silence.

The singer-songwriter has not responded to any of the criticism on social media, nor has he nor his management released an official statement. However, PETA, with whom Rudd has a strong alliance, have released a few choice words.

In a statement given to The Music, People for the Ethical Treatment of Animals said, “We know Xavier to be a kind person, and so we hope that he has not approved the use of his music for promoting KFC.”

“If he has, we would ask him to reconsider supporting a business which is bad for the animals, the environment and human health.” PETA have been campaigning against KFC and their treatment of chickens for more than a decade.

All the while, Rudd’s camp has remained silent on the matter, with some fans even alleging that someone has been deleting critical comments from the songwriter’s Facebook page.