Tomato Edchup: Ed Sheeran Tattoo bottle comes to HAT

The HAT team were delighted to receive a rather unusual addition to the archive recently in the form of a special limited edition Heinz tomato ketchup bottle featuring a ketchup tattoo design based on the one adorning singer-songwriter (and recently announced 'artist of the decade') Ed Sheeran's arm.



 In June 2019 Heinz joined forces with Ed Sheeran, a long time ketchup fan who sports a Heinz ketchup bottle tattoo on his right arm, to create limited edition bottles for charity: 'it felt right that Heinz should get one to match, enlisting the creative agency David to design the bottles. The limited-edition 'Ed Sheeran X Heinz' bottle features Sheeran's Heinz tattoo, alongside a paw print, a rose, jigsaw pieces, among many other tattoos found exclusively on the singer's skin' (The Drum magazine online, 12 August 2019). 150 bottles were made in total with 104 being given away via an online sweepstake while three bottles were auctioned at Christie's auction house. The rest were gifted to superfans and to selected museums around the world for people to view.



The association between Heinz and Sheeran originally began earlier in 2019 when the singer reached out to Heinz via a direct message in April saying that he had come up with an idea for a commercial based on his long standing love of their iconic red sauce. The company, who are celebrating their 150th birthday this year, were delighted to bring Ed’s vision to life by making this TV ad a reality and issued a limited edition run of ketchup bottles to mark the collaboration featuring an ‘Edchup’ label.



 The Ed Sheeran X Heinz bottle, in its special Amplifier style presentation box, will be catalogued and kept in HAT’s environmentally monitored strong room as part of the Heinz UK Marketing archive from where it can be made available to researchers or for exhibition purposes.

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