Heinz launches "LVII Meanz 57" campaign ahead of Super Bowl
Brand lends its iconic 57 to “demystify” football’s obsession with roman numerals
Canadian Grocer Staff
Photography courtesy Heinz
Heinz is rallying football fans to help with its mission to retire roman numerals ahead of Super Bowl LVII – or Super Bowl 57.
The brand has launched its "LVII Meanz 57" campaign, including limited-edition, specialty labeled ketchup bottles. Fans can vote for or against roman numerals on www.LVIIMeanz57.com until game day on Feb. 12 for a chance to win a bottle.
“The annual return of these impractical Roman numerals consistently leave fans vexed and perplexed,” Alyssa Cicero, brand manager, Heinz, said in a statement. “For over 100 years, Heinz has been synonymous with the number 57, and this year, Big Game LVII is too. What better time for Heinz to use its iconic and trademarked 57 to modernize this practice and clarify that 'LVII Meanz 57?’ We know viewers across North America are invested in this, and we want to use our platform to elevate their frustrations.”