Given that PETA is trying to get people to stop killing animals for food, this placement makes sense, trying to get their message to their audience as they're going in to get meat.
However, sometimes this kind of placement can backfire, especially if your audience also feels that the target you're arguing against is one of the good guys.
Most consider that even though PQM still sells meat, their approach is more ethical than other meat sellers, in that they do business with farms that sell free range, naturally fed animals who have a better life than most animals raised for slaughter.
While PETA might have had the right idea about ad placement, putting their message near where their audience probably frequents, they might have chose meat sellers who aren't as conscious of where their animals come from.
Read more about this story at the following link. Also consider PQM's response to PETA. What tone do they take? What claim do they make, and how do they support this claim?
Publican Quality Meats Dishes Up Classy Response To PETA Billboard
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