He recognized that numbers have a unique ability to capture attention and create lasting impressions. Rather than using a vague claim about offering “many products,” a precise number gave consumers something concrete to remember.
But choosing the number wasn’t simply a matter of counting inventory.
Heinz reportedly selected five because it was considered his lucky number, while seven was a favorite of his wife. Together, those numbers formed 57—a combination he felt looked appealing, sounded distinctive, and was easy to remember.
The result was marketing magic.
The phrase “57 Varieties” suggested abundance without overwhelming customers. It hinted at variety and innovation while remaining simple enough to stick in people’s minds. Consumers didn’t stop to question whether the number reflected reality. Instead, they associated it with quality, choice, and a trusted brand.
Over the years, the slogan became far more than an advertising message.
It evolved into a powerful symbol of the company itself.
Generations of customers grew up seeing the number 57 on Heinz products, and the connection became so strong that the slogan achieved something every marketer dreams of: instant recognition.
Even as the company’s product lineup expanded far beyond 57 items, the slogan remained unchanged because its value wasn’t tied to accuracy. Its value came from familiarity.
Marketing experts often point to Heinz’s famous slogan as an example of effective branding. It demonstrates how consumers connect with stories, symbols, and memorable ideas far more than they connect with statistics and technical details.
More than a century later, the lesson remains relevant.
The most successful brands don’t always tell the longest stories.
They tell the most memorable ones.
And in Heinz’s case, two simple numbers became one of the most enduring marketing symbols ever created—a reminder that sometimes the smallest ideas leave the biggest impact.
Did you know the story behind Heinz’s famous “57 Varieties” slogan? Share your thoughts in the comments and tell us which iconic brand slogan you think has stood the test of time.