Uber has cancelled the western Europe leg of its annual Ice Cream delivery day just one hour before it was due to begin in the wake of last night’s terror attack in Nice.
Fans getting ready to request an ice cream via the app in more than 400 cities this morning were greeted with a message that read: ‘Now is the time to pause and reflect so we are cancelling Uber Ice Cream for today.
‘After last night’s tragic events our thoughts are with the people of France, including our community of riders and drivers in Nice.’
The experiential campaign, which allows app users to request an ice cream truck to their work or home, has already kicked off in countries outside of Europe, including South Africa and Australia.
The company confirmed today’s roll out will be cancelled across Western Europe, the Nordics and Turkey. In the UK, Uber was due to deliver Magnum bars across 17 cities, with London’s delivery service due to take part as part of the new UberEats push.
The terror attack in the south of France has so far claimed the lives of at least 84 people.