The line comes from The Witch, Robert Eggers' 2015 folk horror film set in 1630s New England, stylised on posters as The VVitch. In the final scene the family's goat, Black Phillip, finally speaks to Thomasin and offers her a life of pleasure in exchange for signing his book. The phrase live deliciously escaped the film almost immediately, appearing on posters, merchandise and memes about food, fashion and small luxuries. Its mix of period language and modern indulgence keeps it quoted whenever horror fans joke about choosing pleasure over restraint.