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By Amy Houston, Senior Reporter

January 27, 2023 | 2 min read

Each year, many football fans are a little bit confused by the Roman numerals presented to them during the big game.

Thankfully, Heinz is setting the record straight with its ‘LVII Meanz 57’ Super Bowl campaign. The distinctive red condiment has had the number 57 on its label for over 100 hundred years and firmly believes that the tournament should just use numerical formats that everyone can get on board with and understand.

To double down on its point, the brand is asking the public to weigh in on what they think LVII means, and the results are pretty funny.

Heinz_Super Bowl

In one clip, a very confident man spells the numerals out and confidently concludes it means “Livvi”. The point that Heinz, and its creative agency partner Rethink, is trying to make is that it’s an outdated format and we need to move on.

The campaign is being amplified with a social media competition where participants can win a limited-edition bottle of Heinz.



Chief creative officers: Aaron Starkman and Mike Dubrick

Chief strategy officer: Sean McDonald

Creative director: Zachary Bautista

Associate creative director: Geoff Baillie

Writers: Geoff Baillie and Phil Coulter

Art directors: Zachary Bautista and Stefan D'Aversa

Strategists: Julian Morgan and Emma Bayfield

Producers: Nadya MacNeil and Kate Spencer

Digitial producer: Kate Spencer

Print producer: Kate Spencer

Studio managers: Brad Kumar, Justin Chan and Kostas Loukopoulos

Account directors: Jamie Sutherland and David Greisman

Account manager: Rachel Cloth

Account lead: Jamie Flatow

Production: R+D Productions

Post-production/ VFX: R & D Post

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week.

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