Unprecedented Virality: How Think Jerky’s Unexpected Cameo Changed Everything
On October 16, 2026, Ricky Hirsch’s meat snack startup Think Jerky experienced a marketing moment so extraordinary that the founder and CEO called it “not even once in a lifetime” in an interview with Entrepreneur. Founded in 2015, Think Jerky has built its reputation on chef-crafted, unique flavors paired with minimalist branding, setting it apart in the competitive meat snack industry.
Hirsch, leveraging his background in finance and creativity, launched the brand with the goal of creating a “cool” jerky product. Among its standout offerings is the honey sriracha flavor, developed by the acclaimed Michelin-starred and two-time James Beard Award-winning chef Gale Gand. This particular flavor recently found itself unexpectedly thrust into the national spotlight, resulting in a surge of consumer interest and sales that have transformed the trajectory of the business.
Think Jerky’s Breakout Moment in You Can See Everything
The catalyst for this surge came during a viewing of You Can See Everything, a meta-documentary produced by Nathan Fielder and Lance Oppenheim under A24, chronicling the downfall of Theranos founder Elizabeth Holmes ahead of her federal prison sentence. Hirsch’s employee, present at a screening in New York, sent a text alerting him to an unexpected cameo: Holmes, portrayed by Amanda Seyfried, is seen eating Think Jerky’s honey sriracha flavor in a pivotal, visually striking scene involving a prison vending machine.
This exposure was entirely unscripted and organic, catching Hirsch—and many others—off guard. “I was familiar with Elizabeth Holmes because of my business background, but I hadn’t heard of Nathan Fielder before,” Hirsch explained. The appearance of Think Jerky in such a high-profile documentary not only captivated viewers but also sparked widespread buzz across social media platforms and consumer forums.
Notably, the documentary concludes with Holmes and her husband Billy Evans consuming Think Jerky, a moment Hirsch described as “like product placement, the best, most beautiful shot.”
The Aftermath: Viral Sales and Cultural Phenomenon
Inspired by the documentary’s impact, Hirsch attended a screening in Austin, Texas, bringing along samples of the jerky. His decision to distribute the product to theatergoers led to a surge in local enthusiasm. Within two weeks, the brand experienced a remarkable 345% increase in sales of the honey sriracha flavor on its website and a 92% uptick on Amazon. Social media users humorously dubbed it “the Elizabeth Holmes jerky,” with some noting that the Texas supermarket chain H-E-B had sold out of the product.
The product’s sudden prominence has transcended typical snack marketing. Reddit threads have debated the symbolic meaning of Think Jerky’s presence in the film, with theories ranging from themes of manipulation to control. Fans have embraced the phenomenon by dressing as the jerky bag for Halloween, while YouTube creators and restaurants have sought collaborations. Hirsch even noted the emergence of counterfeit merchandise capitalizing on the brand’s newfound fame.
“If somebody wanted to pay for this publicity, it’s in the millions of dollars,” Hirsch remarked, emphasizing the extraordinary value of this organic marketing windfall. The brand’s name itself—“Think Jerky”—resonates with the documentary’s layered narrative, almost becoming a character within the story.
Strategic Moves to Sustain Momentum
Despite being a fully bootstrapped business with just four employees, Hirsch is actively seeking to amplify this viral moment. “People are stepping up, our significant others are stepping up, and all that, but we are not a big business,” he said. “We do not have a big team. We never raised money, which is very unique in my industry.”
Recognizing that consumers might forget the brand name in the long term but remember the iconic image of the jerky bag, Hirsch is committed to cultivating a cultural meme around Think Jerky. Plans are underway for promotional events, including participating in the Food & Wine festival in San Diego where Gale Gand will prepare an egg dish topped with the jerky—a playful nod to the film. Additional marketing efforts include lookalike contests featuring a cutout of Elizabeth Holmes and handing out samples to raise awareness.
Looking Forward: Growth, Innovation, and Potential Investment
Sales remain robust, with Hirsch anticipating a sellout soon. The company maintains roughly 60 days’ worth of finished inventory to meet growing demand. Meanwhile, Think Jerky is revamping its website with a “soft rebrand” aimed at highlighting the product’s chef-crafted quality. New product launches are also on the horizon, including a Thanksgiving turkey stick developed in collaboration with four-time James Beard Award-winner Andrew Zimmern.
While the company has traditionally avoided external funding, Hirsch expressed openness to investment opportunities with the right partners, naming Daniel Lubetzky, founder of KIND Snacks, as an ideal potential investor. “If Daniel Lubetzky wants to talk to me, I would love to talk to Daniel Lubetzky,” Hirsch said.
Embracing this unexpected breakout, Hirsch is optimistic about Think Jerky’s future. “I thought it would fade maybe after the third weekend, but it’s growing,” he noted. “People are reaching out, people want to collaborate. I want to introduce my creative marketing and hopefully bring our company to a new level.”
Key Takeaways
- Hirsch founded Think Jerky, a meat snack focused on chef-crafted flavors, in 2015.
- Elizabeth Holmes eats the brand’s honey sriracha flavor in You Can See Everything.
- Sales spiked 345% — and Hirsch is committed to capitalizing on the unexpected virality.
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