Best known for portraying Bobby “Bacala” Baccalieri on The Sopranos and Detective Anthony Abetemarco on Blue Bloods, Steve Schirripa recently surprised pedestrians in the heart of midtown Manhattan by standing guard at a billboard promoting high-end condiment company Sir Kensington’s.

A native Brooklynite, the 63-year-old was perfectly at home playing up the tough-guy image he has cultivated during his career on behalf of the brand, because he isn’t just an ambassador for Sir Kensington’s condiments — he’s also a customer.