Only 150 Ed Sheeran X Heinz bottles have been created, made up with a sleeve that incorporates a number of the platinum-selling singer-songwriter’s own tattoos, one of which is in fact the original iconic Heinz label.
Three of the bottles will be auctioned at Christie’s in London today (15 August) to raise funds for East Anglia’s Children’s Hospices and Rise Against Hunger, two charities chosen by Sheeran.
Of the remaining bottles, 104 will be given away in online sweepstakes and the rest will be gifted to superfans or appear in select museums around the world.
US-based advertising agency David oversaw the project, having previously worked with the ‘A-Team’ of Sheeran and Heinz for a video advert in June.
The project came together when Sheeran, ‘drunk’ on his love for the brand, contacted Heinz via Instagram to pitch the idea.
Sheeran has been seen to give printed media more than just a ‘Small Bump’ in recent months, having worked with DGM Media in order to advertise his new album No.6 Collaborations Project on the front cover of the Metro free daily newspaper.
DGM distributed 10,000 special copies on 12 July using a rub-and-reveal thermo cover wrap which unveiled clues about the album when rubbed. Media agency The7stars used the print technology at the behest of DGM and Atlantic Records.