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What’s common between Heinz tomato ketchup and Ed Sheeran?

What’s common between Heinz tomato ketchup and Ed Sheeran?

A viral AD amongst many other things.

If you don’t know what I’m talking about –

the link to the ad is in the comment below – watch it and come back to this post.

Now let’s look at some of the results of the ad –

  •  8.5 billion impressions
  • Bottle placement in 109 restaurants around Ed’s Euro Tour
  • The most successful Heinz global campaign ever

Why it worked?

Great brand x influencer match.

No one loves ketchup more than Ed Sheeran.

In fact, Sheeran loves Heinz so much that he got it tattooed on his arm.

He also has the “chill” air around him that goes with the brand.


The ad is screaming “Heinz adds flavor to your food.”

And no better setting to show this than in a posh, white-tablecloth restaurant where food is known to be “too fancy” to be “tasty”


Who doesn’t want to get into the head of Ed Sheeran?

His honest thoughts –

the “blah blah blah” and the “based on a real DM from Ed Sheeran” made this ad stand out amongst the scores of ads that are TOO scripted, processed, and edited.

This ad is casual, just like ketchup is.

So, how can you remodel this for your brand?

Here are 4 ways –

  •  Authentic Influencer Partnership

Find an influencer who genuinely loves or could benefit from your product.

It doesn’t have to be a mega-celebrity; micro or nano influencers with a loyal following can be more effective and authentic.

  •  Clear and Relatable Messaging

For your e-commerce brand, distill what your product or service does into a simple, relatable message.

Show how your product solves a problem or enhances the customer’s life in real, tangible ways.

  •  Creative Content Delivery

This could be through user-generated content, behind-the-scenes videos, or stories that show the origin or impact of your product.

  •  Measurement and Adaptation

Finally, set clear metrics to measure the impact of your campaign.

This is often missed by the startups who are trying to scale.

Similar to how the Heinz campaign tracked impressions and restaurant placements.

Use these insights to refine and adapt your strategy for future campaigns.

Industry: Food & Beverage

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