The V&A has displayed the ‘Ed Sheeran x Heinz Tomato Ketchup, the Tattoo Edition’, based on the musician’s tattoo sleeve.
The singer-songwriter is a self-confessed huge fan of the sauce.
Celebrating its 150th birthday in 2019, Heinz has produced 150 of the limited-edition glass bottles, personally signed by Sheeran, complete with the tattoo image, alongside an amplifier case.
It was housed in the iconic museum’s renowned Theatre & Performance gallery for one-off showcase on 26 September.
Raise money for charity
Three bottles have been auctioned. However, most of the 150 bottles were given away or sold, to raise money for charity.
Earlier this year, following a social media post by the musician, Sheeran collaborated with the firm to produce his own ‘Heinz Tomato Edchup’, which was available to buy in shops. He also wrote and starred in a TV advert to celebrate the condiment.
Growing impact of social media
This specially designed bottle has been created to document the growing impact of social media on art, design and performance, and the spread of tattooing into mainstream design in the UK.
The acquisition also celebrates the closing weeks of the V&A’s major exhibition FOOD: Bigger than the Plate – running until 20 October 2019 – which explores how innovative individuals, communities and organisations are radically re-inventing how we grow, distribute and experience food.
This is just the latest cross-over between a food manufacturer and the entertainment world after chilli paste company Mak Tok recently featured on the BBC’s Dragons’ Den.