The Art of Snackfishing How One Creator Turns Fictional Food into Viral Fun

The article from WIRED introduces Benji, a 28-year-old from the UK who has gained notoriety for creating fake viral food products, a practice he calls "snackfishing." It all started with a staged video of a nonexistent product, "clear ketchup," which captured the attention of millions online. Through his Instagram account, UK Snack Attack, Benji has produced an array of fictional snacks, despite initial confusion from friends and family regarding his antics. He now creates these playful food concepts as a creative hobby, with the intention of making people smile while clarifying that his concoctions are not real. Though he receives cease-and-desist notices from brands and does not aim for fame or fortune, snackfishing provides him with joy and an outlet for creativity.

Key Points:

• Benji sparked a viral sensation with a fake product, "clear ketchup," which led to massive online engagement.
• His Instagram account, UK Snack Attack, features fanciful snacks that do not actually exist.
• Snackfishing began as an outlet during the lockdown, evolving from sharing snack finds to crafting entirely fictional products.
• Benji aims for transparency with disclaimers in his posts to avoid misleading followers and corporations.
• He enjoys the creative process of snackfishing and views it as a fun hobby rather than a job or money-making venture.
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