In November 2021, Ashley Chapman, chief operating officer and vice president of Chapman’s Ice Cream, arrived at work to find several of his unvaccinated staff calling for a boycott of the company in response to its recent announcement of plans to increase the hourly rate of its vaccinated employees. The boycott efforts were buttressed by anti-vaccine groups, who urged their supporters to stop purchasing Chapman’s products. Students must adopt a marketing lens to determine whether the boycott is worth addressing and, if so, how to respond while minimizing negative impacts on the brand and product sales. Both qualitative and quantitative analyses of consumer behaviour are required to determine the relative strengths and weaknesses of various marketing-driven responses.