Although he is a very famous celebrity, Ed Sheeran has some earthly habits, just like all people. Songwriting, Lego building, and doing gigs are just a few of them. And, of course, he’s into arts. But there are a few other things you didn’t know about the singer. For instance, did you know that he names his guitars? Or that he has a plan to escape WWIII? According to a publication, he’s tattoo bros with Harry Styles: They have matching Pingu tattoos.

Speaking of which, he tattooed one of his sweethearts on one of his arms. He’s so devoted to the beloved one that he actually carries ‘her’ name on his skin. You would be right to think that we are talking about Cherry Seaborn. Yet, you couldn’t be more wrong. No, we’re not saying that Sheeran is cheating on his wife. We just want to bring up to your attention that the artist has another big love. Fortunately, a shared love.

Sheeran has a love affair with Heinz Ketchup. He is so loyal to the brand that he tattooed the company’s logo on his bicep. Of course, we can all agree that this is a ridiculous relationship. But wait until you find out more. Wait until you discover how their relationship unfolded. First things first: They made their feelings for each other public last year, in June, when the two of them teamed up to launch a very famous tomato sauce called “Edchup.” The bottles were launched in major retailers in the UK and were priced normally. Just £1.99. A fair price for a bottle of ketchup.

Now, during this week’s #ThrowBrandThursday, we are going to focus on their second collaboration, which happened in September 2019 and it ended up selling a Heinz Ketchup bottle for £1,500. So, it is true what people are saying: “the way to a man’s heart is through his stomach.” But does it really have to be such an expensive meal? According to the duo, yes, because this is the way charities can benefit from it.

The British singer-songwriter partnered with Heinz Tomato Ketchup and creative agency David and launched limited-edition ketchup bottles with packaging inspired by the artist’s very own tattoos. Only 150 of the “Ed Sheeran X Heinz Tomato Ketchup, the Tattoo Edition” were left to roam free in the world. Yet somehow, they all ended up at Christie’s in London, where they were actioned. All the money was then donated to Ed’s nominated charity, East Anglia’s Children’s Hospices (EACH) and Heinz’s nominated charity Rise Against Hunger.

Heinz also donated one of these bottles to the Victoria and Albert Museum, being hosted in the iconic Theatre & Performance gallery where the role of music and performance on the contemporary world are explored. Ramona Riedzewski, Head of Collections Management at the V&A, said: “The iconic glass Heinz Ketchup bottle is a familiar sight across the world. This limited-edition design, based on Ed Sheeran’s tattoos brings together many layers of art, design, and performance enabling us to explore the modern-day world of celebrity culture, product endorsement and design, performers and the role of social media. It is a wonderful object to question the role of museums and what we collect, and is a powerful example of an open dialogue created through social media.”

The campaign is accompanied by a video, following Sheeran’s own ideas. You can check the film below. But we are wondering: Does he ruin his fancy dish with his Heinz ketchup or does he bring a plus of taste to it?

Credits:

Client: Heinz Tomato Ketchup

Agency: David