Ed Sheeran, the highly successful English singer-songwriter, has once again proven his talent with the release of his latest album, “Subtract,” on May 5th, 2023. The album has been widely anticipated and has already achieved significant success.
The food ordering and delivery platform Swiggy has implemented an innovative marketing strategy to support the album release. From May 5th to May 7th, Swiggy customers were greeted with a delightful surprise – a cute #SadBlueMonster on a skateboard delivering their orders through the Swiggy app.
The monster, which has gained global popularity due to its resemblance to the album, has reached millions of Swiggy customers in India. To further support the campaign, Swiggy has redesigned its app homepage and incorporated blue monster eyes as an icon. The campaign has sparked humorous conversations and memes on social media platforms.
Swiggy posted a picture of the musician with the blue monster
The food delivery platform initiated a Twitter chat and asked social media users about what Ed Sheeran was eating. Swiggy attached a photo of the musician with the blue monster and wrote as we quote,
“What’s Ed Sheeran eating here? Wrong answers only.”
https://twitter.com/Swiggy/status/1655189249241780224?s=20
To everyone’s surprise, Ed Sheeran replied to the fun question asked by the food-delivering platform Swiggy
Ed Sheeran took to the comment section and wrote as we quote,
“Chips WITHOUT ketchup?”
Chips WITHOUT ketchup? 🤔
— Ed Sheeran HQ (@edsheeran) May 7, 2023
Other social media users took a guess at what the musician was eating
Veg biryani
— Ramen 🇵🇸 (@CoconutShawarma) May 7, 2023
Fish and Chips?
Not something on Indian Swiggy audience's wish list!— ॐ शांति. 🔵 (@vishalendu) May 8, 2023
He is waiting for your customer care email resolution .
— Liftking (@ILiftking) May 7, 2023
Pandit ji ki paav bhaaji
— Vedant (@Laccha_paratha) May 7, 2023
Sheeran Upma
— Ezaz (@meshedonions) May 7, 2023
“Often sadness is something that follows you around,” said Ed Sheeran
Talking about his latest album Ed Sheeran told to the press release,
“I wanted to make a video inspired by movies like Harvey, where the main character has an imaginary friend who’s a giant rabbit that no one can see. Often sadness is something that follows you around, engulfing the rooms you’re in, and you can feel and see it, but no one else around you can. So I decided to create my own big blue monster for the video. He gets bigger and bigger as the video goes on, ’til he takes up whole rooms, and is all I can see, just like sadness.”
Swiggy’s innovative marketing approach has received praise from both its customers and Ed Sheeran’s fans. The humorous conversations on Twitter even caught the attention of other brands, such as Disney India and Amazon MiniTV, who joined in on the fun.
