Heinz waited 57 years for this - 'LVII Meanz 57' attaching themselves to the Superbowl LVII

The Superbowl is coming up with the roman numerals seen everywhere, and this year it's LVII. Heinz has decided to jump on this opportunity, as fans everywhere are increasingly confused by the roman numerals. So today Heinz launches 'LVII Meanz 57,' rallying viewers to drop the Roman numerals and call the Big Game what it really is: 57.


LVII MEANZ HEINZ is a nod to the epic slogan "Beanz Meanz Heinz!" that ran in the UK for decades. But here it's used as a rallying cry to end Roman numerals, complete with a sweepstakes website where you can vote and win a limited-edition bottle of Heinz, and hashtag too #LVIIMeanz57.

HEINZ tested people's Roman Numeral knowledge in the USA and Canada to make this film, and it's really clear that Roman numerals are so outdated, that very few people know how to read them today.

“The annual return of these impractical Roman numerals consistently leave fans vexed and perplexed,” says Alyssa Cicero, brand manager, HEINZ. “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.”

“We think numbers are easier to understand when they aren’t letters. Our hunch was that the rest of the world shared our frustration,” said Mike Dubrick, CCO of Rethink. “The people we spoke to agreed - we should just call 57, 57. And who better to lead that change than Heinz - who has been synonymous with the number 57 for over 100 years.”

Agency: Rethink
Chief creative officer: Aaron Starkman

Chief strategy officer: Mike Dubrick
Creative director: Sean McDonald

Associate creative director: Zachary Bautista
Copywriter: Geoff Baillie

Art director : Phil Coulter and Zachary Bautista
Strategist: Stefan D'aversa and Julian Morgan
Producer: Emma Bayfield & Nadya Macneil

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