Super Bowl Stumble: Uber Eats’ Peanut Allergy Caper Leaves Audience with a Bitter Taste

Remember that time your grandma tried to be “hip” and told you a meme wrong? That’s basically Uber Eats’ Super Bowl ad in a nutshell. Their attempt at lighthearted humor involving a peanut allergy backfired spectacularly, leaving viewers with a bitter taste and allergy advocates reaching for their EpiPens (metaphorically, of course).

The ad, titled “Don’t Forget Uber Eats,” featured a montage of people forgetting things while using the app. One scene, however, landed with the grace of a dropped fumble. A man, mistaking his date’s sesame allergy for a peanut one, happily digs into a peanut butter sandwich, only to experience a cartoonish (and frankly, offensive) allergic reaction. Cue swelling, hives, and the question, “There are peanuts in peanut butter?!” A disclaimer flashed by so fast it would make a hummingbird jealous: “Please please please don’t forget there are peanuts in peanut butter.”

We're incredibly disappointed by @UberEats' use of life-threatening food allergies as humor in its Super Bowl ad. The suffering of 33M+ Americans with this condition is no joke. Life-threatening food allergy is a disease, not a diet. Enough is enough. https://t.co/aKilgfweVd

— FARE | Food Allergy Research & Education (@FoodAllergy) February 7, 2024

The internet, ever the arbiter of good taste (debatable, We know), responded with the force of a hangry hangry hippo. Food Allergy Research and Education (FARE), a leading advocate for allergy awareness, called the ad “insensitive and dangerous,” highlighting the seriousness of peanut allergies and the risk of anaphylaxis. Social media wasn’t much kinder for this Super Bowl Ad, with accusations of “tone-deafness” and “irresponsibility” flying faster than virtual footballs.

Now, before we grab our torches and pitchforks, let’s acknowledge that the ad wasn’t malicious. It was probably crafted by a room full of people who wouldn’t know an EpiPen from a pen pineapple apple pen. But therein lies the problem. Lack of awareness and understanding can lead to harmful portrayals, even with good intentions. In this case, it made light of a serious medical condition and potentially triggered anxieties for those living with allergies.

BIG news! @UberEats appreciates FARE's perspective and is editing their Super Bowl ad to remove the peanut allergy reference. Huge win for the food allergy community and a step towards change. Thank you for using your voice!
#foodallergyawareness #foodallergyadvocacy pic.twitter.com/R7cMoruqLz

— FARE | Food Allergy Research & Education (@FoodAllergy) February 9, 2024

The incident serves as a cautionary tale for brands navigating the minefield of humor. In today’s hyper-connected world, missteps can go viral faster than a celebrity meltdown. Sensitivity is key, especially when dealing with delicate topics. This isn’t the first time a brand has tripped over its own comedic shoelaces (remember Pepsi’s Kendall Jenner protest ad?), and it likely won’t be the last. But hopefully, Uber Eats’ fumble will serve as a reminder to tread carefully and think twice before using potentially harmful stereotypes or making light of serious issues.

So, what’s the takeaway? When aiming for laughs, ensure your target isn’t someone’s health concerns. Do your research, consult experts, and remember, sometimes the safest joke is the one left unsaid. Otherwise, you might end up with an ad that leaves a bad taste in everyone’s mouth, except maybe the lawyers representing allergy sufferers.