Heinz, a brand of ketchup, is launching a campaign called "LVII Meanz 57" ahead of this year's Super Bowl (which is also known as the Big Game) in order to encourage fans to drop the use of Roman numerals in reference to the Super Bowl and instead use the regular number (57 in this case).
The brand has also created a website where fans can vote on whether or not to retire the use of Roman numerals and have a chance to win a limited-edition Heinz ketchup bottle. Heinz is also encouraging fans to share their thoughts on social media using the hashtag #LVIIMeanz57.
"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," says Alyssa Cicero, Brand Manager, HEINZ.
Roman Numeral-Inspired Ketchup Ads
HEINZ Launches “LVII Meanz 57” in Time for The Big Game
Trend Themes
1. Language Simplification - Heinz's campaign to drop the use of Roman numerals in favor of regular numbers highlights the trend towards language simplification.
2. Interactive Advertising Campaigns - Heinz's LVII Meanz 57 campaign demonstrates the trend towards interactive and engaging advertising campaigns.
3. Social Media Marketing - Heinz's use of the hashtag #LVIIMeanz57 on social media showcases the trend towards social media marketing in advertising.
Industry Implications
1. Food Industry - Heinz's LVII Meanz 57 campaign presents an opportunity for other food brands to create interactive and engaging campaigns that promote their products in a fun and innovative way.
2. Marketing Industry - Heinz's campaign highlights the opportunity for marketing agencies to develop interactive campaigns that resonate with consumers and generate buzz on social media.
3. Social Media Industry - Heinz's use of the hashtag #LVIIMeanz57 demonstrates the immense potential of social media as a marketing tool and presents opportunities for social media platforms to further enhance their advertising capabilities.