To help promote the new R-rated animated film, Sausage Party, creator Seth Rogen placed talking food throughout a supermarket in New York City.

Unsuspecting shoppers are surprised when cantaloupes, loaves of bread and deli meats come alive to question the people’s food choices. The intent, besides to help promote a movie filled with anthropomorphic foods, is to make people feel a little guilty about eating them.

Watch as some shoppers recoil in horror, as some taunt the talking food by eating their unanimated brethren. Please watch.

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