Edchup
Ed Sheeran is crazy about Heinz. So much so that he has the label tattooed on his arm. To return the love Ed Sheeran had for the brand, it decided to tattoo itself. Heinz copied the placement of Sheeran’s tattoo sleeve to create a special edition bottle that was auctioned off at Christie’s, with proceeds going to charity. It also launched an integrated campaign, with the first TVC concepted and starred by the singer, print ads with no label but his tattoo, and a second version of EdChup, for everyone to enjoy.
- MediaUse of Talent & Influencers
- PRUse of Talent & Influencers
Country
- United States
Production Company
- Smuggler
- Division7
Client
- Kraft Heinz
Design
- Jones Knowles Ritchie
Chief Operating Officer
- Paulo Fogaça
Executive Creative Director
- Ricardo Casal
- Juan Javier Peña Plaza
Group Creative Director
- Jean Zamprogno
- Fernando Pellizzaro
Copywriter
- Nellie Santee
- Alex Allen
Art Director
- Andy Tamayo
- Leticia Romano
Creative Operations Manager
- Cristina Cornejo Ayala
- Luisa Candido
Head of Global Production
- Veronica Beach
Producer
- Marina Rodrigues
Assistant Producer
- Brenda Osorno
Senior Business Affairs Manager
- Barbara Karalis
Director of Strategy
- Jon Carlaw
Senior Strategist
- Matias Candia
Account Director
- Mariana DÁprile
- Carmen Rogriguez
Senior Account Executive
- Carolina Foster
Management
- Ed Sheeran Management + Grumpy Old Management
Music
- Warner Music
Post Producing Company
- Union Editorial/ Company 3
Music Production
- Beacon Street Studio
Music & Sound Company
- Canja
PR
- Wonderland
Art Direction
- Sergio Takahata
Advertising Agency
- DAVID Miami
Design Agency
- Jones Knowles Ritchie London
Ed Sheeran is crazy about Heinz. So much so that he has the label tattooed on his arm. To return the love Ed Sheeran had for the brand, it decided to tattoo itself. Heinz copied the placement of Sheeran’s tattoo sleeve to create a special edition bottle that was auctioned off at Christie’s, with proceeds going to charity. It also launched an integrated campaign, with the first TVC concepted and starred by the singer, print ads with no label but his tattoo, and a second version of EdChup, for everyone to enjoy.