Ed Sheeran Is Using His Hot Sauce Tingly Ted’s to Make Ed-ible Autographs

Ed Sheeran isn’t just about hit singles and sold-out tours. The Grammy-winning artist had a dream to create the “ketchup of hot sauces”— -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 generate awareness and make everyone know about this spicy news, Kraft Heinz’s joined forces with David Madrid, Wonderland Comms and Uncovered for a one-of-a-kind experienced, turning an ordinary autograph into one of the most amazing product demos.

At a Sainsbury’s supermarket, the Ed Sheeran swapped the pen for a Tingly Ted’s bottle, surprising shoppers with the first ever ‘sauceographs’, personalising people’s food and even random items like paper rolls with his signature made of hot sauce.

The event quickly heated up social media, 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 was on hand to serve 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 said, explaining his venture. "What better way to introduce fans to Tingly Ted’s than with something they’ve never seen before?"