Abstract: An artificial lure and process for forming same is disclosed herein. The lure results from the steps of cutting a strip from a sheet of compressed cellular material or sponge of the type which expands to at least twice its thickness when added to water. A fishing hook is inserted into the compressed dehydrated material and the combination is immersed in water which causes the compressed dehydrated material to expand to form an artificial fishing lure. The sponge may be cut into a simple elongated rectangle or may contain one or more curves to enhance the movement of the lure in water. A fish attracting substance may be added to the water prior to the expansion step. The use of compressed cellulosic sponge of the type which expands to approximately eight times its original thickness after immersion in water is also disclosed herein.