Turkey of the Week: Ed Sheeran's Heinz ad is missing secret sauce

It's harder to respond to opportunities on social media than it looks sometimes.

Well, that’s the lesson of this cheesy new spot for Heinz Tomato Ketchup, which was prompted by a direct message from singer Ed Sheeran.

In the ad, Sheeran recreates a visit to a "super posh" restaurant, where the staff are horrified when he gets out his ketchup after deciding the "farm to table" meal in front of him had something missing.

The premise is suspicious – waiters in fancy restaurants generally try to bend over backwards to help you with anything – but the execution under-delivers too.

The set looks like a "posh" restaurant from 20 years ago – from the chandeliers to the older woman with blow-dried hair and a dog on her lap – and it’s confusing that the voiceover is talking about the concept when it has actually come to life.

Perhaps unsurprisingly, Sheeran’s Instagram followers have gone mad for the partnership – but you can’t help but wonder what might have been.

Advertiser Kraft Heinz
Client Kiki Jin, marketing director
Agency David Miami

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free