Many ketchup lovers thought that the number ‘57’ associated with the brand Heinz means 57 varieties, hence Heinz 57. But the number actually doesn’t mean anything.
Founded in 1869 by Henry John Heinz in Sharpsburg, Pennsylvania, Heinz has become the number one ketchup brand worldwide. Heinz accounts for 60 percent market share compared to its arch-nemesis Hunt’s with only about 20 percent. There’s no denying that Heinz is the go-to ketchup for people on burgers, fries, chips, and anything they can think of. And it has something to do with brand recognition, specifically the number ‘57’ on the brand’s title.
H.J. Heinz initially thought of associating a number to his brand after visiting New York in 1896. He came across an advertisement that said, “21 styles of shoes.” He then immediately thought that linking a number to his brand would be a factor that makes people remember the brand.
Within a week of seeing that shoe advertisement, Heinz’s slogans and advertisements would have the number ‘57’ on them. Heinz said that the word “varieties” was added underneath because of 57 varieties and because Americans love choices. And Heinz would be a brand that represents America. However, all these meant nothing. H.J. Heinz revealed decades later that he made it all up.
A marketing genius
H.J. Heinz is considered a marketing genius. But he didn’t start with selling ketchup during his prime. Heinz had been interested in selling food since he was 16 years old. He sold pepper sauce, bottled horseradish, ketchup, and pickles and was touted as the “Pickle Man” in his early days.
He thought that the number 57 was the perfect number to associate with his brand because the number 58 or 59 didn’t sound suitable and impactful. One of the first advertisements he created with the number 57 was carved on hillsides for the train passengers. It wrote “57 Good Things For The Table” and was smack dab on an electric billboard in NY City in the 1900s.
The 43-foot Heinz pickle was emphasized by 1,200 fluorescent light bulbs and was six stories high.
H.J. Heinz said years later, “I myself did not realize how highly successful a slogan it was going to be.”
To date, the number 57 has always been linked to the brand Heinz and all its product varieties. Heinz said it had become a brand asset and is synonymous with the brand. H.J. Heinz’s secretary confirmed that he instantly thought of the number seven when he counted how many varieties the brand had.
The genius admitted that it was a marriage of his lucky number five and his wife’s lucky number seven. The word “varieties” was also an added advantage to the brand as it implies that Heinz is an expert in the ketchup industry.
A few references in history
The number also had a few references in American history. The Yankees star Joe DiMaggio ended his streak at 56 games. Heinz promised to give him $10,000 if his streak matched the label. Unfortunately, he missed out on the opportunity by one game.
Senator Joe McCarthy also jokingly said he thought of the Heinz ketchup when he thought of the State Department’s list of 57 communists.
The number ‘57’ was everywhere, claimed Noel Geoffrey, leader of the brand’s division from 2008 to 2011. Finally, the marketing genius himself ensured the quality of his products. He sold the ketchup in glass bottles so consumers could see the content.
While consumers still rave about the story behind the number, Heinz had done a bang-up job of maintaining one of the brand’s assets that hugely impacted its success.
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