If you’ve seen the hit documentary You Can See Everything about the infamous Elizabeth Holmes starring and directed by Nathan Fielder, there’s a good chance you took note of a particular prison scene.
In it, Amanda Seyfried, portraying Holmes, and Fielder reenact a prison visit where the former requests some turkey jerky. The latter heads to the vending machine and buys a bag of Think Jerky, which fans of the PokerNews Podcast might recognize as a sponsor during the 2026 World Series of Poker (WSOP). The product placement has been the subject of articles on both TMZ and Inc.com.
Not only was it a surprise to poker fans familiar with the brand, but it was also a surprise to founder Ricky Hirsch, a poker player himself. Perhaps best known in the poker world as “Handpan Boy Band” and the man behind the song ‘The Negreanu’s’ that was often sung by Daniel Negreanu himself, Hirsch recently spoke to PokerNews about the unexpected product placement and what it’s meant to the brand.
PokerNews: How did you first learn Think Jerky was in the movie? What was your first reaction?
Hirsch: One of our internal PR people saw the movie the day before it opened and texted me that Think Jerky was in it. I think I was watching Triton Poker at the time, and my first reaction was basically, “Oh, that’s cool.” Honestly, looking back, I think I was more interested in whether Adrian Mateos was going to pull off a 4x check-raise bluff than the fact that our jerky was in a Nathan Fielder movie.
I went to see the movie myself the next day, and that’s when it really started to click. Elizabeth Holmes specifically requests turkey jerky, a bag of Think Jerky falls out of the prison vending machine, and the literal final shot of the movie is Elizabeth Holmes and her husband eating our jerky. That’s when I realized, “Holy shit, this could actually be a really big deal.” We had absolutely no idea we were going to be in the movie.
How do you feel about it all?
I’m incredibly grateful, happy, stressed, and occasionally overwhelmed. But surprisingly, I also feel pretty calm and focused.
I genuinely believe this could become one of the most iconic product placements in movie history. I know that sounds crazy, but look at what’s happening. People are dressing up as our jerky for Halloween, memes are spreading across the internet, and people on Reddit are developing theories about whether the word “Think” on our packaging has some deeper symbolism in the film.
I’ve spent 12 years building Think Jerky, and we’re a small, self-funded, employee-owned business. We don’t have some massive marketing or PR team behind us. It’s mostly me, with a few people helping, and honestly, I prefer it that way. I want to be the authentic voice of our brand.
Right now, I’m doing everything I can to put as much fuel on this fire as possible. My goal is for that Sriracha Honey jerky bag to still be a meme five or ten years from now, and hopefully become a lasting part of cinema lore. I know that’s ambitious, but I think we have a real opportunity here, and I don’t want to look back wishing I’d done more.
What’s it been like since the movie came out? Has there been an increase in sales? Bigger demand?
The impact has been pretty incredible. Sales of our Sriracha Honey Turkey Jerky, the flavor featured in the movie, are up 345% on our website and approximately 92% on Amazon over the periods we’ve been tracking since the release.
We’ve also seen retailers like H-E-B in Texas sell out, and people are posting online about not being able to find our product in stores.
But what’s even more exciting than the sales is the awareness. We’ve spent 12 years building this company without outside capital, and suddenly millions of people are being introduced to our brand in a way that no traditional advertising campaign could have accomplished.
It’s been surreal watching it unfold, and I honestly think we’re still in the second inning.
What are some wild things you’ve seen since the movie?
The Halloween costumes have been one of my favorite parts. We’ve seen multiple people dressing up as bags of Think Jerky, which is something I never imagined I’d see.
The internet has also taken the whole thing in directions we never could have predicted. There are memes everywhere, people analyzing the significance of the jerky, Reddit theories about whether our brand name “Think” was intentionally chosen, and even people selling unofficial merchandise related to the moment.
One of the coolest parts personally has been getting to connect with people I’ve admired for years. I’ve been reaching out to people who really understand culture, comedy, and marketing, asking for advice on how to make the most of this opportunity. I welcome anyone who can help us put more fuel to this, we need help.
What’s so fascinating is that we didn’t pay for this placement, didn’t plan it, and had absolutely no idea it was coming. We’re just a small independent company that somehow ended up in the final shot of what has become one of the most talked-about films of the year.
The whole thing is bananas, and I’m doing everything I can to keep it going. But as much as I want to turn this into an iconic moment in movie history, I still have other priorities. I’ve got Adrian Mateos and Daniel Negreanu YouTube videos to study if I’m going to be ready for the 2027 WSOP Main Event.
Learn more about (or order) Think Jerky here!
Chad Holloway
PR & Media Manager