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Ed Sheeran heats up hot sauce marketing with Honest Burgers tie-up
By Andy Malt | Published on Tuesday 1 August 2023
If you’re yet to try Ed Sheeran’s Tingly Ted’s hot sauce, then this could be your month. The pop star has announced a partnership with the Honest Burgers restaurant chain to flavour up its hot beef.
Yes, having launched his own sauce brand in February – and a TV ad campaign in June – Sheeran now has a restaurant partner to help push his condiments.
Throughout August, anyone who walks in the doors of one of Honest Burgers’ 42 UK restaurants (or orders takeaway via Uber Eats) will be able to grab a special burger which, says a press release, will be “drenched” in Ed’s special sauce. Drenched.
Also in there will be halloumi, American cheese, crispy onions, avocado ranch mayo, lettuce and pickles. They may also get some secondary drenching.
It’s not the first time Sheeran has hooked up with Honest, having featured the restaurant chain in the music video for his song ‘Put It All on Me’ in 2019.
“Honest and Ed go way back”, barks Adam Layton, Honest Burgers’ Head Of Food. “So, we were chuffed when the man himself got in touch asking us to be the exclusive restaurant launch partner for Tingly Ted’s. This burger is a world first for the exciting hot sauce brand that is destined to be Ed’s next global smash hit”.
Sure. And to help it on the way, the first 5000 people to order this burger will get a free bottle of the stuff. Good news if you find that your burger isn’t sufficiently drenched to your taste.
There are more opportunities for freebies, too. Honest and Ed are asking people to sing for their supper by uploading a video of themselves singing a song to Instagram or TikTok, adding the hashtag #buskforyourburger and tagging @honestburgers and @tinglyteds.
And when I say that someone will be getting “freebies”, I of course mean the marketing value Honest and Ed’s sauce will enjoy via that engagement. But there’s also the opportunity for fans to win a £250 Honest Burgers voucher by taking part as well.
Of course, you may have read this far wondering whether you, as a non-meat eater, can get hold of an unnecessarily wet burger too. No. You’ll have to drench your own.
