When Ed Sheeran Wrote an Ad for Heinz

Some of the best stories in advertising aren’t manufactured in boardrooms—they’re born in DMs.

Heinz received a message from someone unexpected: Ed Sheeran. Not a pitch, not a sponsorship. Just an idea. Simple. Honest. And completely on brand for both parties. It wasn’t the kind of moment anyone could have scripted, but it demanded to be brought to life.

The result? A campaign that was equal parts charming, viral, and effective. The kind of work that doesn’t shout “look at me,” yet finds its way into millions of hearts and screens

It started with a true story. Ed Sheeran, global music sensation and unapologetic Heinz Ketchup loyalist, had walked into a fancy restaurant only to feel the absence of his beloved condiment. So, naturally, he pulled a bottle of Heinz from his bag and used it.

He wrote this idea as a script. Heinz said yes.

The ad that followed didn’t feature dramatic music, dazzling visuals, or sweeping claims. It featured Ed. Calmly narrating his awkward fine-dining experience. While suited waiters paraded microgreens and foam reductions, Ed pulled out his familiar red-capped bottle and poured ketchup over the dish, much to the horror of every classically-trained chef in the room.

It was absurd. It was funny. And it was true.

The spot was released on YouTube and social media, garnering over 10 million views within weeks. Heinz didn’t just stop there. They followed it up with a limited-edition bottle called “Edchup”, featuring Ed’s signature tattoos on the label—a nod to fandom, not fame.

The strength of this campaign came not only from Ed Sheeran’s global popularity but also from its authenticity.

There was no scriptwriting committee, no over-strategizing. This was a campaign built on truth. Ed Sheeran really did carry Heinz in his bag. He really did write that ad. Heinz simply listened, trusted, and executed.

The lesson was clear: brands don’t always need to manufacture a moment—they need to recognize one.

By letting Ed be Ed, Heinz positioned itself as more than a condiment. It became a cultural artifact—beloved, relatable, and proudly unpretentious.

And in a world of polished perfection, that kind of honesty cuts through the noise.

Ed’s Heinz ad had no frills, no forced charm, and no need to chase trends. It stood on its own—simple, honest, and real.

It reminded the industry that the best advertising doesn’t feel like advertising. It feels like a conversation between friends, like a private joke shared with the world. And sometimes, all it takes to create something unforgettable is a fan, a bottle, and a brand that knows when to say “yes.”

Because when Ed Sheeran writes you an ad, you make it happen.