Ed Sheeran chased a Heinz ketchup dream, and it has become a reality.
On Wednesday, Kraft Heinz came out with Edchup in honor of the Grammy winner’s love for the condiment and in celebration of National Ketchup Day.
“It’s actually real and you’ll be able to get your hands on one very soon,” wrote Sheeran on Instagram to make the announcement along with photo of him kissing the bottle and the hashtag #thedreamthatkeepsongiving.
For its part, Kraft Heinz announced: “EdChup It’s here. It’s Perfect.”
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The limited edition tips its hat to Sheeran with a new label. Instead of a regular tomato dangling from a vine, it’s a tomato wearing glasses. But the taste isn’t anything new. In fact, it is just Heinz’s regular ketchup and 32-ounce bottles are available at HeinzEdchup.com for $5 plus $2.50 for shipping.
The “Perfect” singer-songwriter who is known for his love for the condiment has an image of the keystone label tattooed on his bicep and carries supplies of the ketchup on his concert tours in the event it is not available at the places he stays.
In April, Sheeran sent a feeler to Kraft Heinz on Instagram saying: “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 x.”
Last month, he posted a caption saying It’s happening…” along with an image of himself behind a computer screen displaying “Ed Sheeran X Heinz.”
Sheeran played at PNC Park last September and it was the first time he headlined a stadium show in Pittsburgh. He has performed two sold-out shows at PPG Paints Arena — once in 2015 (when it was known as the Consol Energy Center) and then in 2017 to promote his album, “÷” (Divide). His first show ever in the city was in 2013 at Stage AE.
When he visited again in 2013, he opened for Taylor Swift. And guess where they performed? Heinz Field.
Clarification, posted June 6, 2019: Story has been updated to reflect the shows Ed Sheeran played in 2013, 2015 and 2017.
First Published: June 5, 2019, 10:26 p.m.
Updated: June 5, 2019, 10:29 p.m.