H. J. Heinz Company marketing material c.1909

Heinz 57 is a synecdoche of the historical advertising slogan "57 Varieties" by the H. J. Heinz Company located in Pittsburgh, Pennsylvania, United States. It was developed from the marketing campaign that told consumers about the numerous products available from the Heinz company.

Usage

Heinz convention in Montreal in 1940 prominently featuring "57"

Henry J. Heinz introduced the marketing slogan "57 pickle Varieties" in 1896. He later claimed he was inspired by an advertisement he saw while riding an elevated train in New York City (a shoe store boasting "21 styles"). The reason for "57" is unclear. Heinz said he chose "5" because it was his lucky number and the number "7" was his wife's lucky number.[1] However, Heinz also said the number "7" was selected specifically because of the "psychological influence of that figure and of its enduring significance to people of all ages".[2] Whatever the reasons, Heinz wanted the company to advertise the greatest number of choices of pickles. In fact by 1892, four years before the slogan was created, the Heinz company was already selling more than 60 products.[3]

The first product to be promoted under the new "57 varieties" slogan was prepared horseradish.[4] By 1940, the term "Heinz 57" had become so synonymous with the company the name was used to market a steak sauce, which had a taste similar to ketchup. Because of this, its advertising campaign in the late 1980s and early 1990s used the slogan "It's like ketchup with a kick".

1934 Cookbook products

  1. Heinz Oven-Baked Beans – Pork and Tomato Sauce
  2. Heinz Oven-Baked Beans – Pork no Tomato Sauce
  3. Heinz Oven-Baked Beans – Tomato Sauce no Pork
  4. Heinz Oven-Baked Red Kidney Beans
  5. Heinz Cream of Asparagus Soup
  6. Heinz Cream of Celery Soup
  7. Heinz Cream of Mushroom
  8. Heinz Cream of Green Pea Soup
  9. Heinz Cream of Oyster
  10. Heinz Cream of Tomato Soup
  11. Heinz Bean Soup
  12. Heinz Beef Broth
  13. Heinz Clam Chowder
  14. Heinz Gumbo Creole
  15. Heinz Mock Turtle Soup
  16. Heinz Scotch Broth
  17. Heinz Noodle Soup
  18. Heinz Pepper Pot Soup
  19. Heinz Vegetable Soup
  20. Heinz Consommé
  21. Heinz Onion Soup
  22. Heinz Mince Meat
  23. Heinz Puddings—Date, Fig, and Plum
  24. Heinz Peanut Butter
  25. Heinz Cooked Spaghetti
  26. Heinz Cooked Macaroni
  27. Heinz Pure Jellies
  28. Heinz Apple Butter
  29. Heinz Gherkins—Sweet or Sour
  30. Heinz Mixed Pickles—Sweet or Sour
  31. Heinz Chow Chow Pickle
  32. Heinz Sweet Mustard Pickle
  33. Heinz Dill Pickles
  34. Heinz Fresh Cucumber Pickle
  35. Heinz Strained Foods
  36. Heinz India Relish
  37. Heinz Sandwich Spread
  38. Heinz Pickled Onions—Sweet and Sour
  39. Heinz Spanish Queen Olives
  40. Heinz Stuffed Spanish Olives
  41. Heinz Ripe Olives
  42. Heinz Pure Spanish Olive Oil
  43. Heinz Tomato Ketchup
  44. Heinz Chili Sauce
  45. Heinz Beefsteak Sauce*
  46. Heinz Pepper Sauce—Red or Green
  47. Heinz Worcestershire Sauce
  48. Heinz Prepared Mustard—Brown or Yellow
  49. Heinz Evaporated Horseradish
  50. Heinz Mayonnaise
  51. Heinz Pure Malt Vinegar
  52. Heinz Pure Cider Vinegar
  53. Heinz Distilled White Vinegar
  54. Heinz Tarragon Vinegar
  55. Heinz Rice Flakes
  56. Heinz Breakfast Wheat
  57. Heinz Tomato Juice[5]

*- Known today as Heinz 57 Sauce.[6]

Bottle design

The relatively high viscosity and thixotropic[7] nature of ketchup can make pouring it from a glass bottle somewhat difficult and unpredictable, and several urban legends surrounding this phenomenon have arisen. According to one popular folk remedy, repeatedly hitting the "57" mark on a glass Heinz ketchup bottle makes the ketchup pour out more quickly and easily. The New York Times suggests this is a matter of intentional design, with Heinz having placed the "57" mark on that particular spot of the bottle as a target for consumers to hit. According to the Heinz website, only 11% of people know this trick.[1]

In bingo in the United Kingdom, a commonly used call for "57" is "Heinz variety".[8]

In draw poker, "Heinz 57" is a variant where 5s and 7s are wild cards.[9]

In UK betting terminology, a 'Heinz' refers to a full-cover bet of doubles and upwards, consisting of six selections. It is known as a Heinz because there are 57 multiples (15 doubles, 20 trebles, 15 fourfolds, 6 fivefolds and 1 sixfold) within the bet.[10]

The Heinz 57 is also a nickname for British Rail Class 57 locomotives.[11]

When Pittsburgh-based Heinz purchased the naming rights of Heinz Field in 2001, they signed a deal to pay the Pittsburgh Steelers $57 million until 2021.[12][13]

Heinz 57 figures in the plot of the novel The Manchurian Candidate when antagonist Mrs. Iselin lights upon a bottle of the product and adopts the number as an easy one for husband Senator John Iselin to remember as the number of Communists he charges with being employed by the State Department. The 1962 film adaptation retains this, with a bottle of Heinz 57 sauce appearing on-screen moments before John Iselin cites the number in a speech.

Former NHL player Steve Heinze requested to wear #57 when he was drafted by the Boston Bruins. However, the Bruins general manager Harry Sinden denied his request, stating that only Ray Bourque (#77) could wear an unorthodox number. Instead, Heinze wore #23 in Boston. He was granted #57 when he joined the Columbus Blue Jackets and he wore it for the remainder of his NHL career.[14]

Jimmy Buffett mentions Heinz 57 in his song "Cheeseburger in Paradise". The third verse goes, "I like mine with lettuce and tomato, Heinz 57 and french fried potatoes. Big kosher pickle and a cold draft beer, Well, good God almighty which way do I steer For my Cheeseburger in paradise..."

References

  1. 1 2 Rawsthorn, Alice (12 April 2009). "An Icon, Despite Itself". New York Times. Retrieved 2009-06-09.
  2. ↑ "57 Varieties, Revealed | The Bleat". Lileks.com. 2010-01-27. Retrieved 2011-10-12.
  3. ↑ "Trivia". Heinz. Retrieved 2011-10-12.
  4. ↑ "Trivia". Retrieved 13 March 2012.
  5. ↑ "Vintage Cookbooks – Heinz 57 Varieties". Advertisingcookbooks.com. Retrieved 2011-10-12.
  6. ↑ "Heinz® 57® Sauce Celebrates 100 Years of Adding Zest and Flavor to Meals". www.businesswire.com. 2011-06-21. Retrieved 2022-01-31.
  7. ↑ Barry, Patrick L.; Dr. Tony Phillips (10 August 2004). "The Great Ketchup Mystery". First Science.com. Retrieved 2009-06-09.
  8. ↑ "Rhyming Calls in Bingo". Express Bingo. Retrieved 26 April 2012.
  9. ↑ "Heinz 57". poker.gamblefaces.com. Retrieved 2014-10-21.
  10. ↑ Vaughan Williams, Leighton; Siegel, Donald S. (2013). The Oxford Handbook of the Economics of Gambling. Oxford University Press. p. 369. ISBN 978-0199376698. Retrieved 2014-07-25.
  11. ↑ "List of UK railfan jargon – Trains". Train.spottingworld.com. Retrieved 2011-10-12.
  12. ↑ Deckard, Linda (2001-06-25). "Heinz Pours Itself Into $57 Million Naming Rights Deal In Pittsburgh". AllBusiness.com. Archived from the original on January 11, 2009. Retrieved 2008-08-05.
  13. ↑ "Stadium naming rights". Sports Business. ESPN.com. 2008-09-29. Retrieved 2008-08-05.
  14. ↑ "Catching Up With Steve Heinze".
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