Although Heinz was already producing over 57 items, founder Henry J. Heinz was inspired by a shoe ad’s “21 styles” slogan during an 1896 train ride to create a memorable brand number.
Believing that a concrete figure would make a lasting impression on shoppers, he paired his lucky number five with his wife’s favorite number seven to form the iconic “57.”
The famous “57” became a permanent symbol on Heinz ketchup bottles and product packaging worldwide despite not reflecting the true count of products.
Ultimately, the label’s enduring success proves how sharp marketing instincts and simple, memorable details can turn an arbitrary number into a legendary global brand mark.
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