The iconic "57 varieties" slogan associated with Heinz ketchup is a staple of grocery store shelves worldwide, yet it rests more on marketing ingenuity than on factual accuracy. When Henry John Heinz embarked on his venture to sell bottled condiments, he was inspired not by the number of products he initially offered but by the power of a memorable number. In truth, by the time he introduced the slogan in 1896, his company was already producing over 60 different products.
Why the number 57, then? Heinz was riding a train in New York City when he spotted a sign advertising "21 styles" of shoes, which he found intriguing. Considering the strategy behind their own branding, he desired a catchy, easy-to-remember number. Combining his lucky number, five, with his wife's, seven, he concocted "57 varieties". The number had a ring to it, and more importantly, it implied a selection so broad that a consumer would always find something to their liking, a clever piece of early consumer psychology.
The slogan was an instant success, helping to cement the brand's image in the minds of consumers as a diverse and trustworthy name in packaged foods. Over time, Heinz indeed expanded its product line, but the number 57 has remained, a legacy of marketing rather than a literal inventory count. This choice highlights an interesting moment in the history of advertising, demonstrating that sometimes the story a number tells can outweigh the factual accuracy behind it.
To this day, H.J. Heinz’s strategic branding decision illustrates the enduring power of effective marketing and how a simple creative idea can provide a lasting competitive edge. The tale of the "57 varieties" serves as a reminder in the marketing world that sometimes, an appealing story resonates more deeply than the detailed truth, shaping a brand's image and consumer perception profoundly.
