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.
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