Ed Sheeran doesn’t sign autographs with a pen anymore. He signs them with hot sauce.
It’s the whole marketing plan behind Tingly Ted’s, the hot sauce brand he launched with Heinz. The easy version of this campaign was a meet-and-greet with free bottles. Instead, he showed up unannounced at a local supermarket with pizza — and served it with the sauce.
Every autograph after that became a product demo. Bread, broccoli, his own album — whatever fans handed him, he signed it in hot sauce instead of ink.
The carousel, in text
1. Ed Sheeran is signing autographs using ketchup to promote his new ketchup brand
2. No seriously, he is. Just look at this.
3. He recently launched his own hot sauce brand with Heinz, called Tingly Ted’s.
4. Now the simple way to market it would be to just get people together, do a meet and greet, give away free bottles. But god that would be so boring.
5. So what did Ed do? He turned up at a local supermarket without warning. Brought pizzas with him. And served it with his hot sauce.
6. But that’s not all.
7. When fans meet Ed, they want his autograph. And what did he use to sign? His hot sauce.
8. From bread to broccoli…
9. To his own album…
10. He signed whatever his fans wanted him to, but with his hot sauce
11. Genius genius way to get everyone talking about his new brand
