When Ed Sheeran sings, “Lay It All on Me,” is he “Thinking Out Loud” about Heinz ketchup?
The English singer’s love of Western Pennsylvania’s favorite condiment is well-known, thanks to his Instagram photos and a tattoo of the Heinz logo on his arm.
Now, the obsession has gone even further, with the announcement June 5 (National Ketchup Day) of a limited-edition “EdChup” available online as part of an advertising campaign with Kraft Heinz.
Sheeran reached out to the ketchup-maker in April with his idea for the ad, says Lynne Galia with Kraft Heinz Corporate Affairs.
“When we found out Ed wanted to make a Heinz commercial, making Ed Sheeran and his biggest fans’ ketchup dreams come true was a no brainer,” she says.” Our fans’ love for Heinz Ketchup is stronger today than ever before, so it’s always important that we always bring new news that help us spread the love for Heinz far and wide!
Take that, Kennywood! (If you haven’t heard, the West Mifflin amusement park recently switched from Heinz to Hunt, sparking backlash.)
The “EdChup” label features a tomato styled to look like the famous redhead, complete with Sheeran’s black-framed glasses and green leaves approximating his hairdo.
Have you heard? Ed Sheeran and Heinz have made “Edchup”! Is it just regular Heinz ketchup in a new bottle? Of course! But we are still keen to get our hands one! pic.twitter.com/9boKrK6REM
— Nation Radio Scotland (@NationScotland) June 6, 2019
“It’s Perfect,” Heinz said, in a sly reference to Sheeran’s 2017 paean to the perfect girl.
The bad news is that EdChup is sold out already, but fans are advised to keep an eye on Instagram for updates.
Or go straight to the source at heinzedchup.com.
One fan has the perfect idea for taking the partnership even further:
If they don’t come out with little packets that say “keep me inside the pocket of your ripped jeans” I will be really upset with that missed opportunity #edchup @edsheeran https://t.co/ZPAcMNkbwJ
— Liz (@askPLiz) June 5, 2019
