Brain Food: History Lessons - Publicity Pays - Henry J Heinz

Where would we be without our baked beans or ketchup? Heinz owes its revered place in the hearts and minds of students and fry-up fans to its 19th-century founder, whose approach to self-publicity broke the mould.

Last Updated: 31 Aug 2010

Desperate to spread the word about his beans and pickles, Henry J Heinz was one of the first manufacturers to offer free samples and money-back guarantees. He also masterminded one of the world's longest-running ad campaigns when in 1893 he launched the company's branding: a bright green cucumber shape and the '57 Varieties' logo. Heinz had noticed a poster advertising 21 shoe styles while on a New York train: 'The idea of 57 varieties gripped me at once. I jumped off the train and began the work of laying out my advertising plans. Within a week, the sign of the green pickle with the "57 Varieties" was appearing in newspapers, on billboards, signs and everywhere else I could find to stick it.' Never mind that the company already produced 60 varieties.

Find this article useful?

Get more great articles like this in your inbox every lunchtime


Get your essential reading delivered. Subscribe to Management Today