Magazine content is available exclusively for TIME subscribers.Business: Heinz
On the 57th day of the current year (Feb. 26) the H. J. Heinz Co. of Pittsburgh, famed makers of 57 varieties of pickles, celebrated the 57th anniversary of the founding of the business.
Years ago, when national advertising was toddling and stumbling over itself and when Henry John Heinz (founder) was still alive, the company had decided on a quiet, pervasive, yet persuasive, type of propaganda. Heinz' 57 Varieties became its slogan and was so skillfully broadcast that the mere numerals 57 on a billboard told a story,...
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