Peeter Verlegh participates in this discussion on marketing activities aimed at influencing consumer behaviour. The immediate cause was an advertising campaign by the animal rights organisation ‘Wakker Dier' against C1000, a Dutch retail store selling cheap meat. Verlegh argued that this campaign has been very effective indeed as it related to and built on a campaign initialised by C1000 themselves, but now Wakker Dier would need to broaden their scope or reach their overall objective of making consumers aware of the disrespectful treatment of animals in the meat-industry.