A hot sauce so versatile,
it makes Ed Sheeran look niche

‘Tingly Ted’s / Heinz - Makes Anything A Tingly Thing’, Role: Creative Direction & Concepting

The creative idea was inspired by Ed’s natural tendency to make things for all people, and hot sauce was no exception.

Tingly Ted’s is a hot sauce without the skulls, flamethrowers and worryingly death-like symbols. It’s soft, cuddly, and fronted by a giant teddy bear. A dip designed to make you smile, not sweat, crave more, not cry more. To enjoy as an everyday essential, not a niche novelty. Quite simply, Ed Sheeran in liquid form but with a tingly je ne sais quoi. 

And so “Makes Anything A Tingly Thing” was born, a campaign that dines out the sauce’s universal ability to hit the spot, not burn it, for everyone and everything.