Food critic and viral TikTok creator Keith Lee is using his platform to address food insecurity and inspire generosity this holiday season. In a video posted on October 31, captioned “How Many Brands Can We Get In The Chat?”, Lee reimagined a viral social media trend to focus on feeding families rather than receiving brand gifts.
Instead of requesting public relations packages, Lee asked companies to join him in donating meals to people in need, particularly as the United States faces a possible government shutdown that could disrupt SNAP (food stamp) benefits for millions of families.
“When I first started making videos on this page, I was making food for my wife four times a day,” Lee explained in the post. “How was I getting that food? Off food stamps and gift cards that people were giving me to make food for my wife.”
The 27-year-old food critic, known for his candid restaurant reviews and community outreach, reflected on how those early struggles shaped his mission. “I’ve always had bad social anxiety,” he said. “I made a video once talking about how I was getting used to being around people — and how I was doing that was making meals for the less fortunate and passing them out.”
Keith Lee’s Food Giveaway
Lee emphasized that the initiative is not tied to any financial gain or brand collaboration. “I refuse to take any money,” he said. “I don’t want no partnership when it comes to this. I want this to be specifically about the families we’re feeding and the holidays we’re making.”
The video ended with a personal moment as his daughters entered the frame. “This is what it’s about,” Lee said, gesturing toward them. “It’s about these babies. It’s about their holidays.”
Within hours, the post drew hundreds of responses from small businesses and national brands offering support. Lee later told followers he would post updates on Instagram as the initiative develops. “If you’re a brand and you want to be a part of it, I’ll see you in the comments,” he said. “God bless you.”
Lee’s message quickly transformed a lighthearted online challenge into a growing movement of compassion — one meal at a time.
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