A great idea meets the ultimate drawcard. That’s quite a coup for DAVID Madrid. Ed Sheeran had a dream to create the “ketchup of hot sauces”, a spicy sauce you can put on just about anything, from burgers and eggs to burritos. That dream led him to team up with Kraft Heinz and launch his own hot sauce, Tingly Ted’s.
To make that sauce the hottest trend, David Madrid created the idea of Ed Sheeran Tingly Ted’s autographs, turning an ordinary autograph opportunity into one of the world’s most amazing – and crowd-pleasing product demos.
At a Sainsbury’s supermarket in the UK, Kraft Heinz; David Madrid; PR Agency, Wonderland Comms; and social agency, Uncovered set up a Tingly Ted’s food cart, where Sheeran swapped a pen for a Tingly Ted’s bottle, surprising shoppers with the first ever ‘sauceographs’. Sheeran personalised people’s food and even random items like paper rolls with his signature made of hot sauce.
The event heated up social media rapidly, with fans and lucky shoppers sharing their spicy memorabilia online. Some food and items signed by Ed weren’t just taken home but made their way onto eBay within minutes, with bids on these unique ‘sauceographs’ soaring.
Beyond just signing, Ed also served up slices of pizza generously topped with Tingly Ted’s sauce.
“I’ve always been obsessed with creating the perfect hot sauce, something that adds a kick to any dish,” Ed stated, explaining his venture. “What better way to introduce fans to Tingly Ted’s than with something they’ve never seen before?”
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
