Uber Eats spent 60 seconds of its precious Super Bowl airtime telling people that in order to remember the food and drinks it has to offer, you might have to forget something else to make room.
In the ad, Jennifer Aniston forgets about her whirlwind romance with David Schwimmer on Friends. Rapper Jelly Roll forgot he had a tattoo on his face. Arthur forgot he had just performed at the Super Bowl halftime show.
Meanwhile, Uber Eats forgets that making fun of people with allergies is not funny.
Uber Eats released the original version of its Super Bowl ad on February 6, just days before the big game. In one scene, a man holds a spoonful of peanut butter with his left eye swollen shut, recalling that its main ingredient is peanuts. The moment sparked outrage from food advocacy groups, condemn It is insensitive to the more than 33 million Americans who have life-threatening food allergies.
The next day, February 7, Food Allergy Research and Education (FARE), the nation’s leading food allergy advocacy and research nonprofit organization, issued a statement expressing concern that “Uber Eats will exploit the life-threatening disease of food allergy as humor.” , and that the condition is “a disease, not a diet. Enough is enough.”
FARE estimates that about 1 in 10 adults in the United States has a food allergy, compared with 1 in 10 children. But the numbers are rising: The prevalence of food allergies in children increased by 50 percent between 1997 and 2011, according to the Centers for Disease Control and Prevention. One study found that the prevalence of peanut allergy has increased 3.5 times over the past 20 years.
Recently, this allergy has also proven fatal. Órla Baxendale, a professional dancer in New York City, died last month after suffering an allergic reaction after buying mislabeled cookies from supermarket chain Stew Leonard’s. The cookies have been recalled due to undeclared eggs and peanuts.
On February 9, FARE CEO Sung Poblete, who also suffers from food allergies, said in a separate statement that she had spoken with Uber and that Uber “extremely appreciated” her team’s concerns and agreed to be broadcast on Super Cut the peanut parts before. The Bowl’s audience continues to grow, with more than 113 million viewers last year. Poblet wrote that their decision to cut the budget was “a surprising outcome” and “a no-brainer.”
UberEats did remove the ad from the ad when it aired during CBS’ Super Bowl telecast, replacing it with an approximation of actor Keith Leak Jr forgetting what it means to sit down 2 seconds of content.
Part of the reason for Uber Eats’ change of heart is what FARE’s CEO calls a community of “food allergy moms,” who are a protective force to be reckoned with. “The power of food allergy moms scares me too,” Poblet told wealth, that is, “their voices are loud and their wallets are big.” Hundreds of people took to Instagram to call on Uber Eats to edit its ads to reflect the extremely dangerous situations their children face every day. News outlets such as Allergy Living, Nut-Free Traveler, and Food Allergy Canada amplified this message.
Uber Eats No response of wealth solicit opinions.
With millions of global viewers watching the Super Bowl each year, the marketing potential of the audience is huge. Messaging matters: People with food allergies face a tough time, as one in three children with food allergies also report they have been bullied.
Last October, Texas high school football player Carter Mannon was targeted by teammates because of a severe peanut allergy. Two teammates put peanuts in his sneakers and jersey before an away game, causing him to develop hives. His mother told news outlet Allergic Living that the bullying “took a huge toll on him” and “it was really hard for him to relax and enjoy the playoffs.”
“Imagine if we ran this ad unmodified,” Poblet said. “That’s why we reached out to Uber to ask them to be more considerate and inclusive of Americans with life-threatening food allergies, and we have Uber’s cooperation in making this change.”
In a video her team posted to Instagram, Poblete thanked the company for listening to “our perspective and becoming a FARE ally” and said she hopes to “create an environment where everyone is respected and health status is never taken lightly.”