Uber Eats has found itself at the center of controversy after its latest Super Bowl advertisement, which attempted to use humor around the serious issue of food allergies, was met with widespread backlash.
The ad, which aired during one of the most watched events in American television, the Super Bowl, has been criticized for making light of allergic reactions, specifically to peanuts.
The commercial, part of the campaign titled “Don’t Forget Uber Eats,” features a star-studded cast including Jennifer Aniston, David Schwimmer, and David and Victoria Beckham, and revolves around the theme of people forgetting things.
However, it is one particular scene that has drawn ire from both individuals and advocacy groups.
In the scene, a man is depicted having an allergic reaction to peanut butter, complete with hives and a swollen eye, followed by a surprised remark, “There’s peanuts in peanut butter?” and later quipping, “Oh, it’s the primary ingredient.”
Food Allergy Research & Education (FARE), a leading charity on the matter, expressed its dismay, stating it was “surprised and disappointed” to see allergies being used as a punchline.
Dr. Sung Poblete, head of FARE, highlighted the potential for such portrayals to encourage bullying among children, emphasizing the severity of food allergies and the immediate danger they can pose, including anaphylaxis—a potentially life-threatening reaction.
The ad attempted to mitigate its approach by including a disclaimer in small font at the bottom of the screen, urging viewers to remember that peanut butter contains peanuts. However, this gesture has failed to quell the outrage.
JD Arland, an Indiana-based content manager for a sports website who is allergic to peanuts and soy, called the ad “disgusting, tone-deaf, and completely unnecessary,” sharing his personal experiences of being bullied due to stereotypes surrounding anaphylaxis.
Despite the negative feedback, Arland sees a silver lining, suggesting that this incident could serve as an educational opportunity.
He highlighted the challenges faced by individuals with food allergies when ordering delivery, underscoring the need for more commitment from Uber Eats to accommodate the food allergy community on their platform.
Uber Eats has yet to respond to the backlash as the controversy continues to unfold.
With more than 100 million viewers expected to watch the Super Bowl, where the Kansas City Chiefs will compete against the San Francisco 49ers in Las Vegas, the company’s choice of advertisement has certainly sparked conversation, though perhaps not in the way it had hoped.
As the debate rages on, the incident sheds light on the broader issue of sensitivity and awareness around food allergies, urging brands to tread carefully when incorporating such topics into their marketing strategies.
