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In an unsuspecting Sainsbury branch, English singer-songwriter Ed Sheeran has held an exciting new "Sauceography Session" in Sainsbury to surprise his fans.
Launched together with Kraft Heinz and advertising firm David Agency, the latest marketing stunt aims to tout the Grammy award-winning artist's hot sauce "Tingly Ted's," which he then uses to sign fans' various food and paraphernalia.
"Teddy" is Sheeran's nickname growing up; hence the name "Tingly Ted's."
A one-minute spot shows a large group of people flocking in front of a Tingly Ted's food truck, where Sheeran cooks up pizza and serves slices with his signature hot sauce.
Ed at the Tingly Ted’s event today!
— Ed Sheeran News (Fanpage) (@EdSheeran_EU) August 13, 2024
📸 tinglyteds pic.twitter.com/ye1iGqbZic
"We're basically showing that the sauce can work on anything," Sheeran explained in the video.
True to this statement, his fans have brought unconventional food items for the artist to sign with his sauce, including a head of broccoli, a loaf of bread, a block of cheese, and even a vinyl of Sheeran's very own "X" album.
"I’ve always been obsessed with creating the perfect hot sauce, something that adds a kick to any dish. What better way to introduce fans to Tingly Ted’s than with something they’ve never seen before?" the artist said in a statement.
The Singer and the Sauce
Ed Sheeran's foray into hot sauce territory has been a long time coming, having served as a frequent collaborator of Heinz.
He had previously auctioned off limited-edition ketchup bottles modeled after his Heinz tattoo.
As a fan of the condiment brand, Sheeran also appeared in several spots promoting the world-famous ketchup, including one where he brings a bottle while dining at a "posh" restaurant.
Eventually, Heinz and the "Thinking Out Loud" artist pulled the trigger and collaborated on a hot sauce line, now known as Tingly Ted's.
Harping on the popularity of one of the world's biggest musicians, a product collaboration with Sheeran was a hard deal to pass on.
And with a love for Heinz that stretches beyond brand deals, product development came easier for Sheeran and Heinz than most.
Couple this with an exclusive and creative fan event that promotes Sheeran's signature hot sauce, and it's marketing gold.
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At the time of Tingly Ted launch, Kraft Heinz' former EVP and President Rafael Oliveira noted in a news release that it was rare to find someone as passionate about sauces as the company was.
“I had a year of whittling down the perfect flavors with a great mixing team, and we settled on two absolute belters: the Tingly and the Xtra Tingly. I’ve had them on tour with me recently to try them with all sorts of meals, and there really isn’t anything they don’t go with (except bananas, don’t do that)," Sheeran said at the time.
Heinz, widely known for its out-of-the-box marketing antics, previously launched its own Deadpool and Wolverine-themed ketchup and mustard bottles.
Editing by Katherine 'Makkie' Maclang
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