Ed Sheeran’s much-hyped, secret collaboration with Heinz Tomato Ketchup has finally been unveiled... as Edchup.
The Perfect singer approached the brand over Instagram in April claiming to have come up with a great idea for a new advert for his favourite sauce and they went on to tease they were secretly working on ‘Ed x Heinz’.
Now Sheeran - who has a tattoo of the Heinz Ketchup label on his arm - has announced to his followers: “It's actually real and you’ll be able to get your hands on one very soon #Edchup #KetchupDay #EDxHEINZ #TheDreamThatKeepsOnGiving #Advert.”
In April the self-confessed ketchup lover wrote to Heinz on Instagram asking: “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. Slide in my DMs or have your people call my people. Lots of love, your biggest fan.”
While the Thinking Out Loud singer may relish the prospect of squirting Edchup all over his chips, others may need a bit more convincing.
But Sheeran, 28, is not the first celebrity to dip into questionable brand endorsements.
Ozzy Osbourne - I Can’t Believe It’s Not Butter
Ozzy Osbourne stirred up some confusion when he appeared in a TV advert for margarine makers I Can’t Believe It’s Not Butter. The commercial saw two versions of the Prince of Darkness baking cakes with the product and mumbling,“I can't tell the difference!”
Bob Dylan - Victoria’s Secret
Bob Dylan was asked in an interview in 1965 which product he would consider being worth ‘selling out’ for. To which he replied, “Ladies' undergarments.” Fast forward to 2004 when the singer appeared in a Victoria's Secret ad, singing to camera alongside model Adriana Lima.
Snoop Dogg - Hot Pockets
Snoop Dogg teamed up with microwaveable sandwich brand Hot Pockets in 2012, changing his hit Drop it like it's Hott to “Pocket like it's Hot”.
The TV ad saw the rapper chanting: “When the craving's got a hold of you/Pocket like it's hot/And your munchies get an attitude/Pocket like it's hot/I've got the pockets in my arms/Setting off smoke alarms/And I eat 'em it while it's hot/'Cause I got it goin' on.”
Kim Kardashian - Charmin toiletpaper
Kim Kardashian launched a collaboration with toilet paper brand Charmin in 2010, and inevitably got panned for her choice of endorsement.
David Beckham - Fish fingers
And in 2008 David Beckham leant his face to his very own brand of fish fingers in a partnership with GO3, promoting healthy eating for kids.