Celebrity chef Ming Tsai is promoting a new food truck, Khil Me, with a distinct style of sandwiches -- ones that can kill people.
In a one-minute PSA, the award-winning chef is shown trying to woo people with promises of foods that might cause numbness, paralysis, comas or even death.
No, the food truck isn't dedicated to solely fugu, or pufferfish (although that's on the menu). Tsai, a longtime advocate for food allergy education and awareness, wants to bring attention to the issues millions of people have with food allergies.
The "Could you EAT?" video comes from End Allergies Together, or E.A.T., a non-profit organization that funds research on food allergies, and BBDO New York. It is airing online and is set to begin running in movie theaters on July 28.
According to E.A.T., one out of 12 kids in the United States are diagnosed with food allergies and every two minutes someone visits an ER because of a food allergy-induced anaphylactic reaction.
"The potential dangers of food allergies are a significant, under-publicized issue and one that impacts many of us here at BBDO," BBDO New York President Kirsten Flanik said in a statement. We were happy to lend our volunteer support."
The effort includes a text-to-donate push to fund research.
The video is dedicated to the memory of Oakley Debbs, an 11-year-old who died in November after eating cake containing nuts, and to others who have passed away from food allergies.
Tsai, the chef, restaurateur, TV cooking show host and cookbook author, helped write a bill signed into law in Massachusetts in 2009 that requires local restaurants to comply with food allergy awareness guidelines. His restaurant Blue Ginger was the first to use the Food Allergy Reference Book, which he developed.