August 12, 2016 4:31 PM EDT

Seth Rogen has envisioned a world where your food can talk to you — and brought it to life inside a grocery store in New York this week to promote his movie Sausage Party.

His team planted animatronic food items (a cantaloupe, loaves of bread, and an oversized sausage) in the aisles for unsuspecting shoppers to grab. But, surprise: instead of a complacent melon, the shoppers are confronted with a cheeky piece of fruit with Rogen’s own voice spewing insults out of it. It’s a stunt for his new R-rated animated movie Sausage Party, but it’s a hilarious piece of candid camera work in its own right.

Watch for the mixed — but genuinely amused — reactions the shoppers have to the anthropomorphized foods.

Write to Raisa Bruner at

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