Uber's the latest business to try and cash in on this week's #SmashedAvo affair, announcing it's partnering to deliver the divisive vegetable to restaurants nationwide.
Uber said on Friday the effort was part of the company backing millenials' love of the "humble avocado". It also said the controversial ride-sharing service supported young people's right to a "guilt free brunch".
"So we've teamed up with some of your favourite restaurant partners across the country to bring you your city's best and most affordable #SmashedAvos, without the side order of #SmashedDreams," the company said in a statement.
"Delivery is free for all users -- and if you're new to UberEATS, the #SmashedAvo is on the house."
The savvy marketing ploy comes after this week's social media driven blow-up sparked by baby boomer commentator Bernald Salt.
The Salt editorial claimed that if young people went easy on overpriced brunches they'd have a better shot at saving for a home. He also expressed disbelief at how much youngsters were forking out for the popular brunch-time meal.
"I have seen young people order smashed avocado with crumbled feta on five-grain toasted bread at $22 a pop and more," Salt wrote in his weekend newspaper column.
"But how can young people afford to eat like this? Twenty-two dollars several times a week could go towards a deposit on a house."
The diatribe, somewhat predictably, prompted a torrent of backlash on the socials from millenials who didn't appreciate Salt's take on the issue.
So intense has the fall-out been that Melbourne restaurants have even discounted smashed avo in a tongue-in-cheek effort to make it easier to buy a house.
Companies were also quick to leverage the so-called spat. Before Uber, home lender ME bank launched a marketing campaign for its home loans with the tagline "Have your smashed avo and eat it too".