Henry J. Heinz: Master of Marketing

This illustrated poster advertising "Heinz's Pickles" features some of the H.J. Heinz Company's distinctive product packaging. Eye-catching labels attracted customers, and clear glass bottles revealed consistent, high quality products. The keystone label endured as a Heinz company hallmark.

Henry J. Heinz rarely missed an opportunity to raise customer awareness for his line of packaged foods. He was a prolific promoter whose schemes were innovative and often flamboyant. During parades and other promotional events, Heinz paired handsome teams of company draft horses with festooned delivery wagons. These moving billboards charmed crowds as they advertised Heinz products.

In addition to the great World's Fair exhibits, the H. J. Heinz Company displayed their products at regional fairs and expositions. These exhibits generally included product displays, free product samples, promotional pamphlets, slide shows of the Heinz plant in Pittsburgh, and pickle-pin souvenirs--all set in a refined drawing-room atmosphere.

The H.J. Heinz Company boasted the largest of the commercial food exhibits at the 1893 World's Columbian Exposition in Chicago. The company's exhibit included product displays; free product samples; an assortment of art objects, antiquities, and curiosities; and -- most popular -- green watch-chain charms in the shape of pickles. These would soon after be made as pins.

Henry J. Heinz rarely missed an opportunity to raise customer awareness for his line of packaged foods. His promotional schemes were innovative and often flamboyant. This brightly painted wagon, used for deliveries or sales calls, featured the keystone shape that consumers came to associate with Heinz. Paired with a handsome team of Heinz draft horses, this commercial vehicle doubled as a remarkable moving advertisement.

The H.J. Heinz Company employed a robust, well-trained sales force to work directly with grocery stores throughout the country. After securing a store's business, Heinz salesmen visited regularly to introduce new products, clear expired or otherwise unsaleable merchandise, and create product displays. These neat, orderly presentations caught shoppers' attention and helped reinforce the notion that Heinz products were of consistent, high quality.

Henry J. Heinz introduced tomato ketchup as one of his first bottled condiments in the 1870s. To ensure his success among competing ketchup manufacturers, Heinz relied on distinctive packaging and a consistent, high-quality product. By the early 1900s, Heinz ketchup--with its hallmark octagon glass bottle and keystone label--was well-established as the "largest selling ketchup in the world."

The H.J. Heinz Company employed a robust, well-trained sales force to work directly with grocery stores throughout the country. After securing a store's business, Heinz salesmen visited regularly to introduce new products, clear expired or otherwise unsaleable merchandise, and create product displays. These neat, orderly presentations caught shoppers' attention and helped reinforce the notion that Heinz products were of consistent, high quality.

The H.J. Heinz Company employed a robust, well-trained sales force to work directly with grocery stores throughout the country. After securing a store's business, Heinz salesmen visited regularly to introduce new products, clear expired or otherwise unsaleable merchandise, and create product displays. These neat, orderly presentations caught shoppers' attention and helped reinforce the notion that Heinz products were of consistent, high quality.

The Heinz Ocean Pier, opened 1898, was the Heinz Company's costliest and most ambitious venture. It is here that the "57 Varieties" slogan became synonymous with the company. Open year-round, the Pier included product displays, free samples, slide lectures of the company's Pittsburgh plant, an impressive art collection, and free pickle pins. A hurricane destroyed the building in 1944.

Henry J. Heinz rarely missed an opportunity to market his "57 Varieties" -- a catchy slogan he created despite offering a line of more than 60 packaged food products. A prolific promoter, Heinz aimed to reach consumers in stores, at home, and everywhere in-between. This colorful poster advertised Heinz Tomato Ketchup to passengers riding a streetcar.

Trade cards were one of the methods H. J. Heinz employed to promote his pickled foods and condiments. Customers enjoyed and often saved these vibrant little advertisements found in product packages or distributed by local merchants.

The H.J. Heinz Company employed a robust, well-trained sales force to work directly with grocery stores throughout the country. After securing a store's business, Heinz salesmen visited regularly to introduce new products, clear expired or otherwise unsaleable merchandise, and create product displays. These neat, orderly presentations caught shoppers' attention and helped reinforce the notion that Heinz products were of consistent, high quality.

As color printing gained momentum in the late 19th century, trade cards became a major means for advertising goods and services. Americans enjoyed and often saved these little advertisements found in product packages or distributed by local merchants. Trade cards for the H.J. Heinz Company, like the one seen here, promoted its pickled foods, preserves and condiments.

As color printing gained momentum in the late 19th century, trade cards became a major means for advertising goods and services. Americans enjoyed and often saved these little advertisements found in product packages or distributed by local merchants. Trade cards for the H.J. Heinz Company, like the one seen here, promoted its pickled foods, preserves and condiments.

In the last third of the nineteenth century, an unprecedented variety of consumer goods and services flooded the American market. Advertisers, armed with new methods of color printing, bombarded potential customers with trade cards. Americans enjoyed and often saved the vibrant little advertisements found in product packages or distributed by local merchants. Many survive as historical records of commercialism in the United States.

The H.J. Heinz Company factory in Pittsburgh's North Side became well known for cleanliness and efficiency, and founder Henry J. Heinz quickly recognized its marketing potential. In 1899, the innovative promoter opened his factory complex to the public. Visitors could tour several buildings to observe plant operations, taste complimentary samples of Heinz products, and take home a souvenir pickle pin.

The H.J. Heinz Company employed a robust, well-trained sales force to work directly with grocery stores throughout the country. After securing a store's business, Heinz salesmen visited regularly to introduce new products, clear expired or otherwise unsaleable merchandise, and create product displays. These neat, orderly presentations caught shoppers' attention and helped reinforce the notion that Heinz products were of consistent, high quality.

Henry J. Heinz rarely missed an opportunity to raise customer awareness for his line of packaged foods. He was a prolific promoter whose schemes were innovative and often flamboyant. Built in 1900, this was the first electric display of its kind. The massive sign stood six stories, used 1,200 incandescent lights, and was topped with a 43-foot-long flashing Heinz pickle.