The R-rated animated movie Sausage Party, which follows food discovering the horrifying truth about what happens when they get purchased by someone, is out in theaters today. To help promote the movie to those who aren’t already sold and planning to see it, star Seth Rogen took part in a prank at a grocery store.

The prank involves a few strategically placed animatronic food items which come to life when shoppers are near, and Rogen speaking as the food from a back room to teach said shoppers about how evil it is to eat melons and other food items.

You can see how the shoppers reacted to the surprise of food talking to them at the grocery store in the video below.

Sausage Party is directed by Conrad Vernon (Shrek 2, Monsters vs. Aliens) and Greg Tiernan (various Thomas & Friends). Voicing some of the characters along with Rogen is Kristen Wiig, Jonah Hill, Bill Hader, Michael Cera, James Franco, Danny McBride, Craig Robinson, Paul Rudd, Nick Kroll, David Krumholtz, Edward Norton, and Salma Hayek.

You can find much more on Sausage Party right here, including a naughty red band trailer for the movie, if you’ve missed anything.

Video

Seth Rogen shows the people of New York that our food has feelings. #SausagePartyMovie, in theaters now!

Sausage Party, the first R-rated CG animated movie, is about one sausage leading a group of supermarket products on a quest to discover the truth about their existence and what really happens when they become chosen to leave the grocery store. The film features the vocal talents of a who’s who of today’s comedy stars – Seth Rogen, Kristen Wiig, Jonah Hill, Bill Hader, Michael Cera, James Franco, Danny McBride, Craig Robinson, Paul Rudd, Nick Kroll, David Krumholtz, Edward Norton, and Salma Hayek.

[Source: Sony Pictures Entertainment]