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By Hannah Bowler | Senior Reporter

June 13, 2023 | 1 min read

Shape of You singer and self-confessed hot sauce lover teams up with The Kraft Heinz Company to launch Tingly Teds.

To mark the rollout of Ed Sheeran’s hot sauce brand, a series of short spots have been released featuring Sheeran and a giant bear called Ted who is never satisfied with his meals unless they are doused in Tingly Teds.

The campaign rolls out in the UK and Netherlands across Instagram, TikTok, YouTube, Reddit and Pinterest. The social videos will then be supported by Spotify audio ads and an out-of-home campaign including Piccadilly and murals in London and Manchester.

It’s not the first time Sheeran has tied with Heinz, having previously launched a special 150th anniversary bottle of Heinz Tomato Ketchup featuring an Ed-inspired tomato emoji.

Warner Music UK’s music and media offering for advertisers, WMX, is behind the creative along with the production company Smuggler.

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