If a chef offered you a dish that included “paralyzing toxins” that “could suffocate you,” you probably wouldn’t eat it. But that’s the sort of choice people suffering from food allergies endure every day.
A new campaign from nonprofit End Allergies Together (or E.A.T.) and BBDO New York seeks to raise awareness of food allergies—and money to research possible cures—by illustrating the harsh reality that, for people suffering from food allergies, one bite of the wrong food can be deadly.
To that end, the agency teamed up with celebrity chef Ming Tsai to create a food truck that offered non-allergic eaters a taste of the allergic experience—by serving up poisonous dishes.
In a PSA set to air in movie theaters starting July 28, Tsai mans the gourmet vehicle, titled “Khil Mi,” while offering passersby dishes that include ingredients like toxic yew berries, and other components that might cause shortness of breath or heart failure.