The Keith Lee Effect – How A TikTok Food Critic Sparked A Viral Movement To Fight SNAP Cuts And Feed America
By Erin Whitten
In a moment where divisive narratives have dominated social media, 27-year-old food critic Keith Lee is flipping the script on how to go viral. Known for his brutally honest take on restaurants and his family-focused content on TikTok, Lee is at the center of an inspiring national movement around love, authenticity, and the power of community.
The viral “How Many Brands Can We Get In The Chat?” challenge was just a simple, captioned video, putting a call out to brands and companies to help support feeding families instead of sending PR packages and “freebie salads.” But the timing couldn’t have been more poignant. In October, a looming government shutdown had threatened to suspend SNAP (food stamps) benefits for millions of families all over the U.S., leaving over 40 million people potentially without food assistance on Nov. 1. The system had to better, and Lee turned to the community for help: “If the government can’t give us what we need, I’m out here on my own with my community… I’m gonna ask brands if they wanna help make a difference this year.”
The challenge, posted to TikTok turned Lee’s comment section into a real-time, grassroot brainstorm. In just one day, he received thousands of comments and direct messages from small businesses, food brands, non-profits, local restaurants, and even major corporations offering their help. Each brand pledged to pitch in and use their marketing dollars to provide food for families instead of influencer marketing and freebies. Companies from DoorDash and Idahoan Foods to local organizations like Drip Drop Hydration and New Orleans-based Sweet Thangs jumped on the trend, with a grand total of over $1 million in corporate assistance from brands and community donors.
The response snowballed in the days that followed, as companies stepped up with initiatives and cash donations in Lee’s challenge spirit. Instacart created a new $5 million national relief program to offer 50% off for anyone ordering groceries with their SNAP/EBT card, while DoorDash expanded to donate 1 million free meals to food banks across the country and announced a month-long “no fees for SNAP” initiative. Gopuff, Albertsons, and grocery giant H-E-B contributed $10 million, $13 million, and $6 million in grocery credits and gift cards to food banks nationwide.
Even this is just the beginning, and other celebrities and public figures are taking note and joining in on the movement to help families. From his wife’s tearful reactions and supportive messages from other wrestlers and celebrities, Lee has made it clear that his efforts are driven by his own story: three years ago, he and his wife, Tara, were living on food stamps themselves. As Lee made his way to stardom, he took a unique path in the spotlight. Rather than living the influencer lifestyle, Lee has remained deeply grounded and authentically himself. His words have impact because he shows his community where he’s been and how far he’s come. Lee’s no filter culture of authenticity and gratitude is powerful, so powerful that it may be reshaping what it means to go viral on the internet in 2025 and beyond.
