Think Jerky's Unplanned Prominence in Nathan Fielder's Elizabeth Holmes Documentary Drives Sharp Sales Gains

The documentary You Can See Everything, directed by and starring Nathan Fielder with Amanda Seyfried portraying Elizabeth Holmes, includes a notable product placement. In a prison visit reenactment, Holmes requests turkey jerky. A bag of Think Jerky drops from the vending machine, and the film ends with Holmes and her husband eating it.

According to reporting by PokerNews, the placement surprised founder Ricky Hirsch, a poker player known as “Handpan Boy Band” and creator of the song ‘The Negreanu’s’ sung by Daniel Negreanu. An internal PR contact texted Hirsch the day before the opening while he watched Triton Poker. His initial reaction was muted as he focused on whether Adrian Mateos would complete a 4x check-raise bluff.

Hirsch's Reaction and Brand Context

Viewing the film clarified the scope. Holmes specifically asks for turkey jerky, the bag appears, and the closing shot shows it being eaten. Hirsch had no advance knowledge and paid nothing for the placement. After 12 years building the self-funded, employee-owned business without a large marketing team, he feels grateful, happy, stressed, and overwhelmed yet calm and focused. He sees potential as an iconic product placement, citing Halloween costumes mimicking the bags, widespread memes, Reddit theories on the word "Think," and unofficial merchandise.

Sales Impact and Ongoing Priorities

The featured Sriracha Honey Turkey Jerky posted sales gains of 345% on the website and approximately 92% on Amazon in tracked periods after release. Retailers including H-E-B in Texas sold out, with buyers reporting the product unavailable in stores. Hirsch describes the awareness lift as surpassing what traditional campaigns could deliver for a brand built without outside capital. He considers the moment still in the "second inning" and is reaching out to experts in culture, comedy, and marketing to sustain momentum.

Hirsch continues balancing priorities, studying Adrian Mateos and Daniel Negreanu YouTube videos to prepare for the WSOP Main Event. The placement offers a rare organic boost that independent brands rarely encounter.