Our objective was to re-ignite an emotional connection with Heinz by engaging consumers with a culturally ... instigating conversation and reinforcing our iconic status as the #1 Ketchup.

officially titled "Ed Sheeran x Heinz Tomato Ketchup, Tattoo Edition," feature the Heinz label, a rose, puzzle pieces, and other drawings included in Sheeran's tattoo sleeve on his left bicep.

This story appears in the February 2019 issue of National Geographic magazine. Ketchup—that cheerful red sauce sold in handy glass bottles—first came on the American market in the 19th century.