A brilliant concept meets a star-studded partnership in DAVID Madrid’s latest innovation. Ed Sheeran, renowned for his musical talents and a passion for culinary creativity, envisioned the “ketchup of hot sauces”—a versatile, spicy condiment perfect for everything from burgers to burritos. His dream came to life with the launch of Tingly Ted’s, his signature hot sauce, developed in collaboration with Kraft Heinz.
To transform Tingly Ted’s into a social media sensation, DAVID Madrid devised a groundbreaking idea: the “sauceograph.” This clever twist on the traditional autograph turned into a global trend, capturing the imagination of fans everywhere. In a unique event held at a Sainsbury’s supermarket in the UK, Sheeran and his team, including Kraft Heinz, PR agency Wonderland Comms, and social agency Uncovered, set up a Tingly Ted’s food cart.
Shoppers were treated to a surprise as Sheeran replaced a pen with a Tingly Ted’s bottle, creating personalized ‘sauceographs’ on their food and even on unexpected items like paper rolls. This inventive demonstration quickly went viral, with fans and participants sharing their spicy keepsakes online. Some of these one-of-a-kind sauceographs even appeared on eBay, fetching impressive bids within minutes.
Ed Sheeran expressed his excitement, saying, “I’ve always been obsessed with creating the perfect hot sauce, something that adds a kick to any dish. What better way to introduce Tingly Ted’s than with a truly unique experience?”
This event not only showcased the creative potential of brand partnerships but also set a new benchmark for product launches, blending culinary delight with social media flair.
Credits:
Creative Agency: DAVID Madrid
Global Chief Creative Officer: Pancho Cassis
Chief Creative Officer: Saulo Rocha
Group Creative Director: Ricardo Franco
Copywriter: Luca Trincanato
Art Directors: Alexandre Smissen & Francesc Enrich
Managing Director: María García Herranz
Head of Account: Lucila Mengide
Account Supervisors: Sharon Galarza & Paula Arranz
Head of Strategy: Daniela Bombonato
Planner: Mireia Salvadó
Junior Planner: Aitana Pascual
Global PR Director: Sandra Azedo
Social Agency: Uncovered
Head of Client Services: Nina Landale
Creative Director: Elly Viner
Production Director: Doug Brown
Head of Production: Jordan Patterson/
Production Team: Kerry Matthews, Jess Hollier, Murray Pettit
Creative Team: Saskia Piper
Earn Media, Creative Comms & PR Agency: Wonderland Comms
Client: Kraft Heinz [Tingly Ted’s by Ed Sheeran Limited]
Growth & New Ventures Senior Director: Caio Fontenele
Head of Future Brands: Shireen Hamdy
Senior Growth Manager: Elisa Rossini