MADDI Neye-Swift, also known as @Cripandip on TikTok, is a popular content creator specializing in food-related content. She gained widespread recognition after attending the TikTok Awards UK & Ireland 2024 and winning the Food Creator of the Year award. Maddi first went viral in 2023 with a video about pickles, using a cucumber and humorously declaring, “I’m currently unemployed so let’s learn how to make pickles.” The video resonated with viewers and garnered 890,000 likes, sparking discussions about food and pickling techniques.
Since her initial viral success, Maddi has expanded her content to include pickling a variety of fruits and vegetables, from potatoes to crisps to turnips. She has also shared her own recipes and highlighted her favorite restaurants in London. Fans have dubbed her “the UK’s Emily Mariko,” drawing comparisons to an American influencer known for her salmon and rice bowls. Maddi’s videos feature recipes for dishes like onigiri, soup, and negronis, as well as personal stories shared during her “hungover takeaway time” series.
Beyond her culinary content, Maddi is known for her “carbs before a night out” series, where she offers advice on eating foods that can help prevent hangovers. Her engaging and relatable approach to food and drink has resonated with audiences, leading to her rapid rise in popularity on TikTok. Maddi’s success culminated in her receiving the TikTok Food Creator of the Year award at the 2024 awards ceremony, where she joined other notable creators and personalities such as Michelle Visage, Bimini Bon Boulash, and Leigh-Anne.
Reflecting on her journey to success, Maddi expressed gratitude for the opportunities that stemmed from her viral pickle video. She shared with the BBC, “My life changed just from pickling a cucumber… I was unemployed and I started a series of things I cook while I’m unemployed and this random video of me pickling a cucumber just took off.” The video quickly amassed 10 million views, catapulting Maddi into the spotlight and paving the way for her award-winning TikTok presence.
The TikTok Awards UK & Ireland 2024 honored a range of creators across various categories, recognizing their contributions to the platform and their impact on audiences. In addition to Maddi’s win as Food Creator of the Year, other award recipients included Nicholas Flannery for Entertainment Creator of the Year, John Nellis for Sport Creator of the Year, and Uche Natori for Fashion and Beauty Creator of the Year. The event also highlighted voices for change, rising stars, and high-quality content creators, showcasing the diversity and talent within the TikTok community.
Overall, Maddi Neye-Swift’s journey from unemployment to viral success and accolades at the TikTok Awards UK & Ireland 2024 serves as a testament to the power of creativity, authenticity, and passion in the digital age. Through her engaging and entertaining content, Maddi has carved out a unique space in the food creator niche on TikTok, connecting with viewers through her love of cooking, storytelling, and humor. As she continues to explore new dishes, share personal anecdotes, and engage with her growing fan base, it is clear that Maddi’s influence in the digital realm is only set to expand further in the future.
