UPDATE: June 17, 2019 at 10:58 a.m.
Ask and you shall receive. What started as a DM to Heinz has turned into a real life "advert" that is seemingly straight from Ed Sheeran's imagination. You can watch the full spot above, but the gist is this: Ed goes to eat at a fancy, posh restaurant. His food arrives, and while it looks good, it needs a little something extra. To all the fancy people's horror, he pulls out a bottle of ketchup and pours a heap onto his plate. As a child who put ketchup on absolutely everything, I deeply relate to this commercial.
As for how the ad came to be, Ed elaborated in an Instagram post:
Okay guyz, so it actually happened. I sent a voice note to @heinz, and we made a whole tv spot around it. This is pretty much what I was aiming for in life. Ketchup ad > stadium tour.
There you have it! While all the Edchup bottles are gone for now, you can follow Heinz on Instagram to see if more are released. And since it's...the same ketchup, you can also just go to the grocery store (or Amazon) to live like Ed.
ORIGINAL POST: June 5, 2019 at 11:27 a.m.
There are ketchup fans and then there are ketchup superfans. Ed Sheeran definitely falls into the latter camp—and he’s borderline obsessed.
In fact, the singer stans Heinz ketchup so hard, he even has the label tattooed on his bicep. But apparently that wasn’t enough. Back in April, Sheeran actually reached out to Heinz on Instagram, asking them to collaborate on an ad. "Yo @heinz I have an idea for a TV ad if you wanna do one, if not I won't be offended, I could never be mad at you,” he captioned a photo of himself kissing a bottle of the red stuff. “Slide in my DMs or have your people call my people. Lots of love, your biggest fan x.”
In May, Sheeran revealed on Instagram that a collab between the two was “happening,” before hilariously hashtagging it “#dreamscometrue #believe #achieve.”
Now, we finally know what’s up. Sheeran and Heinz have created EdChup, which Heinz says in a press release is the “perfect” bottle of ketchup.
Sheeran made the announcement on Instagram on Wednesday morning. “It's actually real and you’ll be able to get your hands on one very soon #Edchup #KetchupDay#EDxHEINZ#TheDreamThatKeepsOnGiving#Advert,” he captioned a shot of himself kissing the bottle.
There are a few important details you need to know about EdChup. For starters, it’s still your standard ketchup, just with a cool label. Also, you can actually buy this stuff online right now at HeinzEdchup.com. You’ll shell out $5 for a 32-ounce bottle, plus $2.50 in shipping (along with tax) to get your hands on one. The website lets you buy up to five, by the way, but that’s the max.
Last year, The Sun reported that Ed loves Heinz ketchup so much that he has one handy at all times. “He’s made it a duty of key members of his entourage to carry a bottle wherever he goes so he can have it with everything from his morning sausage butty to upmarket dinners,” a source told the paper.
So, yeah. The man loves his ketchup.
