Ed Sheeran has taken his hot sauce brand “Tingly Ted’s’ to the next level with an advertising campaign featuring a giant grumpy teddy bear. The English singer-songwriter created this ad campaign with Warner Music’s brand partnerships division WMX and The Kraft Heinz Company.
Ed Sheeran, the unfussy spicy lover, and Ted, a giant bear who is never satisfied with any of his meals without Tingly Ted’s, feature in the short ads. A customer asks Ted to use the hot sauce after him, but the bear drains out all the sauce. Ted and Ed Sheeran are seen covering each dish in the just right amount of ‘Tingly’ sauce.
It’s no secret that the Perfect Symphony singer loves sauces. “The older I’ve got, the more I love and need spice with every single meal. I travel a lot, so having a bottle in my suitcase wherever I go that can spice up any and every meal seemed like a good idea.” As such, Ed Sheeran came up with Tingly Ted’s, a range of two sauces – Tingle (medium hot sauce, just enough to add a bit of heat) and Xtra Tingly (spicer).
Charlie Rout, WMX’s Associate Creative Director, said hot sauce has traditionally lent on the likes of heavy metal and crossbones for its brand identity. “But we were working with Ed Sheeran and a grumpy six-foot teddy called Ted. When developing Ted, we always saw Ed and Ted as two sides of the same coin, opposite ends of the same table. Whilst Ed is chilled out, welcoming and an all-round good guy, Ted by contrast is grumpy and hot-tempered, as if your belly had its very own persona!” Rout explained they wanted to develop a world for Ed, Ted, and the new product to play in. “Something that could go anywhere over time, and what better place to start than a dinner with his best friend?”
Andre Fernandes, VP Taste Elevation, International Zone at The Kraft Heinz Company, said when they first introduced Tingly Ted’s earlier this year, they were excited for the world to meet the brand and try ‘the ketchup of hot sauces’. “Now, we can’t wait for people to get to know Ted and experience life as he sees it – covered in the perfect amount of Tingly Ted’s.”
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