The boycott of Arizona has been unofficially going on since the minute Gov. Jan Brewer signed SB 1070 into law on April 23. And by all counts, it's been a successful, if largely unfocused, effort. But today, Arizona boycott organizers announced that they are going to start targeting specific companies whose owners have backed Arizona lawmakers that have supported anti-immigrant legislation and, in the words of Alfredo Gutierrez, chair of the Arizona boycott committee, "contributed to hate in Arizona." The four companies Gutierrez called out are: the Arizona Diamondbacks, Frito-Lay, Jimmy John's Sandwiches and Anheuser-Busch beer. The announcement was joined by other calls for mobilization: immigrant rights groups are planning a national day of action in Arizona on May 29 and expect at least 50,000 protesters to join for a six-mile march through the streets of Phoenix. The hope with the boycott, says Gutierrez, is to now channel the national outrage against SB 1070 "to operate in a laser-like fashion" to start hurting specific companies. According to Gutierrez, the principal owner of the subway sandwich franchise Jimmy John's, Jimmy John Liautaud, gave $10,000 to Maricopa County Sheriff Joe Arpaio's re-election campaign. For this reason, organizers are calling for a boycott of the Illinois-based company.