Worldwide meals producer Heinz is having some enjoyable across the quantity 57 that seems on its tomato ketchup bottles, tying it in with this 12 months being the 57th Tremendous Bowl—or LVII because it’s branded.
Heinz 57 is an iconic piece of promoting, referring to the variety of totally different varieties provided by the meals firm. It was first launched to advertise the variety of totally different pickles it bought in 1896. Nonetheless, in accordance with The Smithsonian journal, the quantity truly doesn’t seek advice from something.
Forward of the Tremendous Bowl in February, Heinz is selecting to coach followers on studying Roman numerals, explaining that “LVII Meanz 57” and calling on the Nationwide Soccer League to undertake normal numbers as a substitute.
It claims that final 12 months, a whole bunch of social media customers complained about their confusion over utilizing Roman numerals. So, to assist, it has launched a devoted marketing campaign web site to permit followers to vote for whether or not the organizers ought to retire their use.
A hashtag, #LVIIMeanz57, has additionally been created to amplify the messaging throughout social media as nicely.
Alyssa Cicero, model supervisor for Heinz, stated: “The annual return of those impractical Roman numerals persistently depart followers vexed and perplexed.”
“For over 100 years, Heinz has been synonymous with the quantity 57, and this 12 months, Large Sport LVII is just too,” she added. “What higher time for Heinz to make use of its iconic and trademarked 57 to modernize this observe and make clear that ‘LVII Meanz 57?’ We all know viewers throughout North America are invested on this, and we need to use our platform to raise their frustrations.”
To commemorate the crossover in numbers, particular restricted version ketchup bottles that includes “LVII Meanz 57” rather than the place the quantity “57” normally sits have been launched. Those that vote within the ballot will likely be given the possibility to win one of many bottles to incentivize their involvement.
The vote will likely be open till the day of the Tremendous Bowl Feb. 12 and will likely be amplified utilizing OOH and throughout Heinz’s social media channels.
Marketing campaign and Manufacturing: Rethink
CCO: Aaron Starkman, Mike Dubrick
CSO: Sean McDonald
Inventive director: Zachary Bautista
Affiliate artistic director: Geoff Baillie
Author: Geoff Baillie, Phil Coulter
Artwork director: Zachary Bautista, Stefan D’Aversa
Strategist: Julian Morgan, Emma Bayfield
Producers: Nadya MacNeil, Kate Spencer
Put up supervisors: Megan O’Connor, Shannon Ing, R & D Put up
Digital producer: Kate Spencer
Print producer: Kate Spencer
Studio: Brad Kumar/Justin Chan/Kostas Loukopoulos
Group account director: Jamie Sutherland
Account director: David Greisman
Account supervisor: Jamie Flatow
Account supervisor: Rachel Fabric
Director/photographer: Tessa Greenberg
Cinematographer: Chloe Smolkin
Manufacturing corporations.: R+D Productions / MT Vernon Leisure
EP/Line producer: Steph Walker-Wells / Ken Franchi
Extra images: TBD
Editor: Nick Greaves, R+D Put up
On-line / VFX / Movement graphics: Ignacio “Nacho” Florez, R+D Put up
Colour: R+D Put up
Audio: R+D Put up
Paid media (U.S.): Starcom’s Publicis 57
Paid media (CA): Carat
Public relations and influencers: Zeno Group