Heinz 57

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

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. 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". 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.

The first product to be promoted under the new "57 varieties" slogan was prepared horseradish. By 1940, the term "Heinz 57" had become so synonymous with the company the name was used to market a steak sauce.

1934 Cookbook products

# Heinz Oven-Baked Beans – Pork and Tomato Sauce
# Heinz Oven-Baked Beans – Pork no Tomato Sauce
# Heinz Oven-Baked Beans – Tomato Sauce no Pork
# Heinz Oven-Baked Red Kidney Beans
# Heinz Cream of Asparagus Soup
# Heinz Cream of Celery Soup
# Heinz Cream of Mushroom
# Heinz Cream of Green Pea Soup
# Heinz Cream of Oyster
# Heinz Cream of Tomato Soup
# Heinz Bean Soup
# Heinz Beef Broth
# Heinz Clam Chowder
# Heinz Gumbo Creole
# Heinz Mock Turtle Soup
# Heinz Scotch Broth
# Heinz Noodle Soup
# Heinz Pepper Pot Soup
# Heinz Vegetable Soup
# Heinz Consommé
# Heinz Onion Soup
# Heinz Mince Meat
# Heinz Puddings—Date, Fig, and Plum
# Heinz Peanut Butter
# Heinz Cooked Spaghetti
# Heinz Cooked Macaroni
# Heinz Pure Jellies
# Heinz Apple Butter
# Heinz Gherkins—Sweet or Sour
# Heinz Mixed Pickles—Sweet or Sour
# Heinz Chow Chow Pickle
# Heinz Sweet Mustard Pickle
# Heinz Dill Pickles
# Heinz Fresh Cucumber Pickle
# Heinz Strained Foods
# Heinz India Relish
# Heinz Sandwich Spread
# Heinz Pickled Onion
# Heinz Chili Sauce
# Heinz Beefsteak Sauce*
# Heinz Pepper Sauce—Red or Green
# Heinz Worcestershire Sauce
# Heinz Prepared Mustard—Brown or Yellow
# Heinz Evaporated Horseradish
# Heinz Mayonnaise
# Heinz Pure Malt Vinegar
# Heinz Pure Cider Vinegar
# Heinz Distilled White Vinegar
# Heinz Tarragon Vinegar
# Heinz Rice Flakes
# Heinz Breakfast Wheat
# Heinz Tomato Juice
*- Known today as Heinz 57 Sauce.

Bottle design

The relatively high viscosity and thixotropic 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.

In popular culture

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

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

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.

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

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.

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.

References

External links

The story of "57 Varieties""Heinz Fun Facts"
Wayback Machine Archive

{{Portal bar, Food

Brand name condiments
Heinz
American advertising slogans
Metaphors referring to food and drink
Steak sauces
Products introduced in 1896
1890s neologisms