As the holiday season approaches and millions of Americans brace for uncertainty around SNAP benefits, food critic and viral TikTok creator Keith Lee is using his influence to remind the internet what community care actually looks like.
On October 31, Lee posted a video with the caption “How Many Brands Can We Get In The Chat?” But instead of asking companies to send him PR boxes, the typical goal of the viral trend, he flipped the script. His call was simple: help feed families.
“When I first started making videos on this page, I was making food for my wife four times a day,” Lee shared. “How was I getting that food? Off food stamps and gift cards that people were giving me to make food for my wife.”
@keith_lee125 How Many Brands Can We Get In The Chat ? 💕 Happy Holidays 💕 #foodcritic ♬ original sound – Keith Lee
Lee, now one of the most influential food voices online, has never shied away from being transparent about his journey. Before the millions of followers, brand collaborations, and national restaurant spotlights, there were days when gift cards and EBT made life possible.
And it was during that time that he also began cooking meals for unhoused and food-insecure neighbors.
“I’ve always had bad social anxiety,” he said. “How I was getting used to being around people was making meals for the less fortunate and passing them out.”
So this year, with the holidays approaching and a potential lapse in federal food assistance looming, Lee is asking brands to join him, not to sponsor him.
“I refuse to take any money. I don’t want no partnership. I want this to be specifically about the families we’re feeding and the holidays we’re making.”
Within hours, the comment section filled with independent restaurants, small food brands, grocery delivery services, meal kit companies, and everyday people asking how they could help.
The U.S. faces ongoing uncertainty around federal SNAP funding, which currently supports more than 42 million Americans. Even short-term lapses in benefits can destabilize families, especially during the holiday season when food costs and emotional stress are higher.
This is a reminder that sometimes the real culture shift can start in the comments section.
Photo Credit: Instagram/KeithLee
