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.

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.

Sign in to continue

Sign in

Trouble signing in?

Reset password: Click here

Email: mtsupport@haymarket.com

Call: 020 8267 8121

Register

FREE

  • Up to 4 free articles a month
  • Free email bulletins

Register Now

Become a subscriber

From £66 a quarter

  • Full access to managementtoday.co.uk
  • Exclusive event discounts
  • Management Today's print magazine
  • Plus lots more, including our State of the Industry Report.

Choose a Package