How Think Jerky, the poker favorite, Ended Up in the Film "You Can See Everything"

Find out how a turkey jerky brand popular among poker players ended up in the spotlight in a film about Elizabeth Holmes. Interesting details and the connection to PokerNews.

In the documentary “You Can See Everything,” a film about the notorious Elizabeth Holmes directed by Nathan Fielder, sharp-eyed viewers may have caught an unusual detail: in one of the prison scenes, the character played by Amanda Seyfried asks for turkey jerky. Fielder, who plays her companion, heads to a vending machine and buys a pack of Think Jerky—a brand well known to poker enthusiasts and listeners of the PokerNews Podcast, where it was a sponsor during the 2026 World Series of Poker (WSOP). This moment sparked discussion not only among poker fans but also became a talking point for major media outlets like TMZ and Inc.com. The Surprising Appearance of Think Jerky in the Film: How It Happened For many poker enthusiasts familiar with Think Jerky, seeing the snack in the film was a surprise. But it was an even bigger shock for the company’s founder, Ricky Hirsch. Within the poker community, he’s known by the nickname “Handpan Boy Band” and as the creator of the song “The Negreanu’s,” which Daniel Negreanu himself has been known to sing. In an interview with PokerNews, Ricky Hirsch shared that he first learned about Think Jerky’s cameo from a PR team member who had seen the film a day before its official premiere. At the time, Hirsch was watching a Triton Poker broadcast and was so engrossed in the action that his initial reaction was muted—he was more focused on whether Adrian Mateos would pull off a four-barrel check-raise bluff than on the news that his product had made it into Nathan Fielder’s film. However, after watching the film himself the next day, Hirsch realized the magnitude of what had happened: Seyfried’s character specifically asks for turkey jerky, the vending machine dispenses Think Jerky, and the final shot of the film shows Elizabeth Holmes and her husband eating it. According to Hirsch, it was only then that he understood this could be a major moment for the brand. The company had no idea their product would appear in the film—there was no product placement deal. The Founder’s Reaction: From Surprise to Realization Ricky Hirsch admits he felt a mix of emotions: gratitude, excitement, stress, and even a bit of shock, but overall he’s remained calm and focused. He believes this could go down as one of the most memorable and striking examples of product placement in film history. Hirsch notes that after the film’s release, people began talking about Think Jerky en masse: memes popped up, Reddit users started theorizing about the hidden meaning of the word “Think” on the packaging, and some even dressed up as jerky snacks for Halloween. In the brand’s 12-year history as a small, independent company with no outside investment or big PR team, they had never experienced such a surge of attention. Ricky emphasizes that he prefers to be the voice of the brand himself and intends to make the most of this opportunity to cement Sriracha Honey Turkey Jerky’s place in pop culture. His goal is for the product to remain a meme even five or ten years from now, and for its appearance in the film to become part of cinema history. Impact on Sales and Brand Awareness After the release of “You Can See Everything,” the impact of Think Jerky’s unexpected cameo was remarkable. Sales of the Sriracha Honey Turkey Jerky flavor featured in the film jumped 345% on the company’s official website and about 92% on Amazon during the tracked period after the premiere. Retailers like H-E-B in Texas completely sold out of Think Jerky, and customers complained online about not being able to find it in stores. However, Hirsch believes the most valuable outcome was the boost in brand recognition: millions of people discovered Think Jerky thanks to the film—something traditional advertising could never have achieved. The company’s founder says he feels like he’s at the start of something big and believes there’s still plenty of room for growth. Public Response and a Cultural Phenomenon The appearance of Think Jerky in the film sparked some unexpected cultural trends. One of the most memorable moments for Hirsch was seeing Halloween costumes modeled after his product’s packaging—something he never could have imagined, even in his wildest dreams. The internet has been buzzing about the scene: memes are being created, theories about the brand’s significance in the film are circulating, and unofficial merchandise inspired by the moment is popping up. Hirsch shares that this situation has allowed him to connect with people he’s long admired—experts in culture, humor, and marketing. He’s seeking their advice to make the most of these new opportunities and is open to collaborating with anyone who can help build on this success. What’s especially remarkable is that the company didn’t pay for product placement, didn’t plan it, and didn’t even know about it in advance. Think Jerky is a small, independent business that just happened to end up in the final shot of one of the year’s most talked-about films. Even as he hopes to turn this moment into a milestone for the brand, Ricky Hirsch hasn’t forgotten his passions: he continues to watch Adrian Mateos and Daniel Negreanu’s videos on YouTube as he prepares to play in the 2027 WSOP Main Event. Context: Think Jerky’s Connection to the Poker Community Think Jerky was already well known in poker circles long before its appearance in the film. The product has repeatedly sponsored the PokerNews Podcast and was an official partner at the 2026 WSOP. The brand’s founder, Ricky Hirsch, is himself an active player and is known in the poker community as “Handpan Boy Band.” His creative work—especially the song “The Negreanu’s”—became popular thanks to frequent performances by Daniel Negreanu, one of the most recognizable professional poker players. Think Jerky’s appearance in “You Can See Everything” became a kind of bridge between the poker world and mainstream culture, boosting the brand’s recognition not just among players but with a much wider audience. Key Names and Events Ricky Hirsch — founder of Think Jerky, poker player known as “Handpan Boy Band,” and author of the song “The Negreanu’s.” Daniel Negreanu — professional poker player, multiple WSOP champion, who has performed Hirsch’s song. Adrian Mateos — professional player whose game Hirsch was watching when he got the news about the film. WSOP 2026 — World Series of Poker, where Think Jerky was a sponsor of the PokerNews Podcast. “You Can See Everything” — documentary about Elizabeth Holmes, directed by and starring Nathan Fielder, with Amanda Seyfried in the lead role. H-E-B — major Texas supermarket chain where Think Jerky sold out after the film’s release. Sales Dynamics After the Film’s Release Sales of Sriracha Honey Turkey Jerky on the Think Jerky website increased by 345% . Sales on Amazon rose by about 92% . In several retail chains, including H-E-B in Texas, the product was completely sold out. Table of Key Results and Events Event Date/Period Result/Comment Premiere of “You Can See Everything” 2026 Think Jerky appears in key scenes Sales surge of Sriracha Honey Turkey Jerky on the website After the premiere +345% Sales increase on Amazon After the premiere +92% Sell-out at H-E-B (Texas) After the premiere Product out of stock PokerNews Podcast sponsorship at WSOP 2026 Think Jerky — official partner Memes, costumes, unofficial merch 2026 Surge in online popularity What This Means for PPPoker Club Players For PPPoker club members, this story is a great example of how poker and its associated brands can unexpectedly break out of their usual circles and become part of mainstream culture. Even small, independent companies closely connected to the poker world can experience a huge surge in popularity thanks to a random but striking news event. The practical takeaway for PPPoker club players and organizers: never underestimate the power of community and organic marketing. Brands that support poker initiatives can gain recognition far beyond the industry—especially if they stay authentic and engaged with the community. It’s also a valuable lesson for clubs seeking new sponsors or partners: working with small but active brands can lead to mutually beneficial growth and unexpected opportunities. Ultimately, the Think Jerky story is a reminder that even if you’re not the biggest player in the market, genuine involvement in the poker community, creativity, and a willingness to seize unexpected opportunities can lead to success that couldn’t have been planned in advance. It’s an inspiration to explore new ways of promotion and stay open to collaboration—because the next viral moment could happen in your club.