Grammy-winning artist Ed Sheeran surprised shoppers at a local branch of Sainsbury’s with a stunt to promote his ‘Tingly Ted’ hot sauce, launched in partnership with Heinz.
Switching a pen for a hot sauce bottle, Sheeran got spicy as he personalised fans’ items including kitchen roll, blocks of cheese and even a broccoli with his ‘sauceograph’ (autograph created with sauce).
The publicity stunt – which made waves across social media as well as national press – was a joint effort between Kraft Heinz, David Madrid, Wonderhood and Uncovered, acting as a one-of-a-kind product demo for the singer’s hot sauce.
Some were just delighted to see the singer who recently appeared with Taylor Swift at Wembley , while others took a welcome souvenir, and the shrewd quickly put their sauceographed items on eBay.
“I’ve always been obsessed with creating the perfect hot sauce, something that adds a kick to any dish,” said Sheeran.
“What better way to introduce fans to Tingly Ted’s than with something they’ve never seen before?”
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As well as signing items, the singer was also handing out pizza topped up liberally with the sauce.
Don’t panic – everything’s going to be alright. Ed Sheeran was in my local Sainsbury’s 😂 pic.twitter.com/LlzONJWKIA
— Alison Wallis (@alisonwallis60) August 13, 2024
Taking to social media one fan remarked “Don’t panic everything’s going to be alright. Ed Sheeran was in my local Sainsbury’s”.
“Ed Sheeran in Sainsbury’s London Colney St Albans promoting his hot sauce. Must’ve seen Jamie Oliver flogging his jerk rice and fancied a bit of the action.”
Ed Sheeran in Sainsbury’s London Colney St Albans promoting his hot sauce.
Must’ve seen Jamie Oliver flogging his Jerk Rice and fancied a bit of the action pic.twitter.com/4XGps5jS2K— 🆃🅷🅴 🅵🆄🅽🅺🅸🅴🆂🆃 (@biggerdeffer) August 13, 2024
