Uber Eats has recently made a significant change to its Super Bowl advertisement amid backlash for seemingly making light of food allergies, a serious concern for many.
The food delivery giant chose to edit out segments of its commercial that depicted a man having an allergic reaction to peanut butter after receiving criticism from the Food Allergy Research & Education (FARE) charity and other allergy advocacy groups.
The Super Bowl, America’s largest sporting event, attracts over 100 million viewers each year, making it a prime opportunity for brands to showcase their most creative and memorable advertisements.
However, Uber Eats found itself in hot water when its original ad, featuring a storyline about forgetting important information, included a man forgetting his allergy to peanuts. The scene was intended to be humorous but was met with disapproval for trivializing a life-threatening condition.
FARE, a leading charity in food allergy advocacy, expressed its concerns directly to Uber Eats. Following their discussion, Uber Eats agreed to remove the contentious scene from the advertisement.
Although Uber Eats did not publicly issue a statement regarding the change, FARE’s CEO Sung Poblete publicly thanked the company for its responsiveness and willingness to edit the ad.
The original advertisement featured a mix of forgetfulness-themed vignettes, including celebrity appearances by Jennifer Aniston, David Schwimmer, and David and Victoria Beckham.
The narrative aimed to promote Uber Eats under the tagline “Don’t forget to remember Uber Eats,” but the inclusion of the peanut allergy storyline sparked a debate on the appropriateness of using medical conditions as a source of humor.
The decision to edit the advertisement was met with mixed reactions from the public. While many praised Uber Eats for listening to the concerns of the allergy community and acting swiftly, others expressed disappointment, arguing that the original ad was humorous and that the company should not have capitulated to the criticism.
This incident underscores the delicate balance companies must navigate in creating advertising that is both engaging and sensitive to the diverse experiences of their audience.
Uber Eats’ quick response to the controversy has been lauded by some as a positive example of a brand listening to feedback and acting responsibly. As the Super Bowl continues to be a major platform for advertising, this episode serves as a reminder of the importance of inclusivity and sensitivity in marketing strategies.
