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Ed Sheeran bottles his “perfect” ketchup

By | Published on Friday 7 June 2019

It had to happen sometime. There were those who predicted it would happen sooner, others who said it would happen years in the future. But now it has happened. Ed Sheeran has achieved everything possible as a famous musician. He has his own ketchup.

Sheeran is a lifelong fan of Heinz tomato ketchup, see. So much so that he has the brand’s iconic label tattooed on his arm. Imagine liking a condiment that much. Imagine.

He makes no secret of this love either. He professes it so much that it’s become a thing his fans talk about. In fact, Heinz reckons that around one third of its Instagram mentions are Sheeran-related.

You’d think Heinz might have attempted to capitalise on this sooner, but no. Heinz was apparently scared to make the first move, so it took Sheeran himself to make things happen.

In April, he posted on Instagram: “Yo @heinz I have an idea for a TV ad, if you wanna do one. If not, I won’t be offended, I could never be mad at you. Slide in my DMs or have your people call my people. Lots of love, your biggest fan”.

Heinz responded nervously, but nevertheless welcomed his idea and said it would be in touch. Pitching ideas to brands is as easy as that. Try it today.

Anyway, a few months later and we’ve now been presented with the fruits of this partnering: Tomato Edchup. That’s right, it’s a bottle of ketchup, but they’ve replaced ‘ket’ with ‘Ed’. It’s very clever. So clever it’s probably gone right over your head.

Posting about it on Instagram, Sheeran said that his own ketchup is “perfect”, which suggests it’s exactly the same as normal ketchup. I mean, if you liked a brand of ketchup enough to get its logo tattooed on your actual skin, it seems unlikely you’d turn up at head office saying, ‘Guys, this stuff is alright but it needs more chocolate sauce and mashed up ham”.

The website – yes, there’s a website for this – is pretty light on detail. In fact, if it were any lighter on detail, it would be a blank page. It’s not even clear if they actually made that TV advert. Maybe this has all happened because everyone at Heinz was too shy to tell Sheeran that his idea was awful and they’re hoping that he’ll be distracted by a label.

Whatever, this ketchup is out in the world now. Well, the US. It doesn’t seem to be available anywhere else yet. Shame, I did actually run out last night. Still, I guess if I already have to go to Japan to get a bottle of his sake, I might as well come back via the States. One of you book that trip for me, would you.



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