Popular TikTok creator Keith Lee is using his platform of over 17 million followers to ask for help assisting families in need during the holidays. On Oct. 31, the content creator took to social media to ask restaurants and food brands to contribute giving away free meals alongside him. Lee mentioned his past reliance on the Supplemental Nutrition Assistance Program and echoed the current cuts that have been affecting over 42 million Americans.
What is Keith Lee’s project?
The content creator gained popularity on TikTok for posting honest and affordable food reviews on his page.
“When I first started making videos on this page, I was making food for my wife four times a day. How was I getting that food? On food stamps and gift cards people [gave] me,” he said in a video.
He also made “meals for the less fortunate” and handed them out, which helped him overcome social anxiety. This initiative was made possible at the time because he had SNAP benefits. As the holidays are coming later this month, Lee is asking food brands and restaurants to help further this initiative and help those in need.
“It’s the holidays coming up…I want brands to comment that are willing to give away meals with me,” he said. “I refuse to take any money. I don’t want money. I don’t want [anything].”
“I want this to be specifically about the families we feed and the holidays that we make. That’s all I care about,” Lee added.
In a video in which Lee is seen picking up his daughter, he highlighted the importance of supporting families, especially during the holidays.
“This is what it’s about. It’s about these babies. It’s about the holidays. And we wanna make sure that we are supporting the families during this holiday,” he said in a follow-up video posted on TikTok. “So if you’re a brand, you wanna be a part of it, I’ll see you in the comments.”
Several food brands have answered Keith Lee’s call for action
Several brands have replied to Lee’s initiative in the comment section of his video. Some of these brands include large chains and corporations such as DoorDash, Idahoan Foods, TopGolf, Kings Hawaiian, Red Baron, Panda Express, Impossible Foods, Cracker Barrel, Cheez-It, Mike’s Hot Honey, Funfetti, Chosen Foods, Martinelli’s and Chef Boyardee, according to Good Housekeeping. Local businesses have also expressed interest in participating in the project.
As of Friday, Lee’s initial video has garnered over eight million views on TikTok. He is planning logistics and is considering setting up a warehouse or office where brands can send products. Then he would set up in-person meet-ups with families to pick up what they need.
Lee’s initiative comes as 42 million Americans who receive SNAP benefits did receive their payments amid the ongoing government shutdown. On Thursday, a federal judge ruled that the federal government must make full SNAP payments in November, Blavity reported. U.S. District Judge John McConnell gave the administration until Friday to distribute funding to the states, which are in charge of delivering SNAP benefits to residents.