The advertisement for Heinz ketchup was a unique approach that featured Ed Sheeran, who is a well-known figure in the entertainment industry. Ed Sheeran starred in the commercial for Heinz Ketchup. The ad was unveiled and featured Sheeran reading from the original voice memo he sent to the Heinz team about his experience dining in a “super posh” restaurant. In honour of National Ketchup Day on June 5, Heinz honoured Sheeran’s loyalty with special-edition ketchup bottles labelled “Heinz Tomato Edchup”. The singer was immortalized on the bottle as a tomato wearing glasses and with a shag haircut.
Ads make us feel a certain way because they tap into our emotions. Ads use things like memory, social norms, and perception to evoke certain emotions in their viewers. They also use something like colour to create contrast and draw attention to the ad. Finally, ads use creative techniques like storylines, casting, and music to create an emotional rollercoaster.
The ad starts as an introduction to how the idea to create this ad came about. Ed contacted Heinz, which is shown as an element of reality and the thought process behind this theme. The story is relatable content that most individuals who consume ketchup can relate to.
Throughout the ad, it is shown as what Ed describes his experience is at a posh and fancy restaurant. But, then, similarly to how most of us would explain any given scenario, Ed tries to sum up his experience in summary, which uses tones of speech that skip half the details, which makes it seem not relevant but play a comical role as they seem to be beyond one’s understanding and comprehension.
It might be challenging to develop a genuine, relatable influencer marketing campaign. You want your audience to respect your influencer rather than assume they are endorsing your brand. Anyone familiar with Ed Sheeran knows his fondness for Heinz Ketchup in this case.
Heinz employed a potent combination in this campaign: a highly well-known celebrity with a sizable fan following who ended up being the brand’s devoted client and a humorous ad narrated by a voice genuinely beloved by millions. Heinz made a wise decision to spread positivity, foster positive ideas about a product, and influence consumer attitudes. In addition, the fact that the celebrity himself came up with the concept for the advertisement is a crucial element. Thus, the ad is a true example of collaborative creativity and execution.