Ed Sheeran can be seen getting his sauce on with a giant bear in the latest Heinz ad campaign, this time for new hot sauce brand Tingly Ted’s.
Inspired by the global superstar’s ‘love affair’ with sauces, the creative campaign – comprising a series of short social films – follows hot on the heels of the global product launch earlier this year. The debut ad introduces Sheeran and his larger-than-life sidekick Ted, as the pair use the Tingly Ted’s sauce to make their meals a ‘Tingly Thing’.
Created by the WMX team at Warner Music UK, the three shorts will initially be going live in the UK and The Netherlands, across Instagram, TikTok, YouTube, Pinterest and Reddit.
The films will also be supported by Spotify audio ads, a national OOH campaign – including Piccadilly Lights in London – and two painted mural sites in London and Manchester.
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Sheeran, a self-proclaimed sauce fanatic, has worked with Heinz on previous collaborations, before working closely with the company to develop the ‘ketchup of hot sauces,’ which launched earlier this year.
“Tingly Ted’s was inspired by Ed’s vision for a hot sauce that has the same pride of place as ketchup…only this isn’t ketchup, it’s an entirely new brand with its own identity,” explains Andre Fernandes, VP taste elevation at The Kraft Heinz Company.
“Getting to know Ed and Ted has been one of the best parts of the creative process – with the help of our agencies and partners, we’ve created a brand with a distinct persona that lives in the middle of popular culture.
“We’re so excited to continue telling the story of Ted and Ed, and for our fans to come along with us as we do.”
