Heinz Puts Super Bowl's Use of Roman Numerals on Trial

The food producer's campaign ties in with its iconic number 57 and this being the 57th Big Game

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

International food producer Heinz is having some fun around the number 57 that appears on its tomato ketchup bottles, tying it in with this year being the 57th Super Bowl—or LVII as it’s branded.

Heinz 57 is an iconic piece of advertising, referring to the number of different varieties offered by the food company. It was first introduced to promote the number of different pickles it sold in 1896. However, according to The Smithsonian magazine, the



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in