That time we reinvented the match-day pie with Tingly Teds’s Hot Sauce

Our curiosity spots cultural opportunities other miss – like when we crafted Ipswich Town’s Premier League return into a cultural flashpoint… fusing football, food and Ed Sheeran’s world to turn a historic match day into an unexpected Tingly Ted moment.

The problem

Since launch, Ed Sheeran’s Tingly Ted’s – the “ketchup of hot sauces” – has been tingling taste buds across the UK. To keep momentum, we needed to create fresh, culturally relevant moments to get people talking, trying, and buying, without overexposing the brand.

Image of Tingly Teds hot sauce in football stadium next to blue seats alongside two pieminster pies

Ed’s team, Ipswich FC, had just made history by earning back-to-back league promotions and returning to the Premier League for the first time in 22 years. We knew Ed would be at Portman Road for the first game of the season. This was the perfect chance to fuse Ed’s love of football with his love of hot sauce.

Image of ed sheeran in a food stall serving a customer out of shot. He is pouring his hot sauce from a bottle on to a pie, he is wearing a blue shirt. There is a person next to him in the food van wearing a white t shirt with white hat and red and white apron.

Football and pies are a match made in heaven, but pies haven’t evolved in 150 years. Enter Pieminister’s new Handy Pie, the Tingly Ted’s edition - designed to be eaten one-handed, perfect for the footy. Available exclusively for this iconic match day, Ed dished them out personally to fans, sparking a huge buzz on and off the pitch. Our unexpected collab won headlines across sports media, including the Premier League’s social, putting TT’s firmly on the cultural (and culinary) pitch.

Image of pie van branded pieminsters on yellow sign with Tingly teds underneath it. THere are two people in the an serving food, one in white and one woman in green. There is a man in blue ipswich shirt queuing to be served with a child also in burgundy football shirt.

image of tingly ted pies with ipswich town football stadium in the background

15 mins

All it took for every pie to be snapped up at the ground

No.1 and No.2

Selling hot sauce in Sainsburys

Sports press

Loved the story – a space where food is rarely covered

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