Some brands are associated with numbers: Jack Daniel’s has “Old Number 7,” while KFC has its 11 herbs and spices.

But Heinz has long had a tie to 57, with the numeral displayed on its ketchup bottles to stand for its “57 varieties.” And with the approach of Super Bowl LVII – which is, for those unaware, 57 – the brand has a chance to help people who may have trouble with their Roman numerals.

Ads across traditional and social formats bear the message “LVII meanz 57,” with the top of ketchup bottle standing in to provide the numbers.

But beyond just being a helpful guide, this is a call went to rally viewers to drop the archaic symbols and call the big game what it really is, informed by confusion from past Super Bowls. A website allows visitors to vote on whether the Roman numerals should be dropped, and is encouraging fans to chime in on social (though, as non-sponsor brands are careful to do, it doesn’t specify that it is talking about the Super Bowl). The brand is also launching limited time specialty labels on its ketchup bottles sporting the campaign’s message.

“The annual return of these impractical Roman numerals consistently leave fans vexed and perplexed,” says Alyssa Cicero, Kraft Heinz brand manager.

“We think numbers are easier to understand when they aren’t letters,” says Mike Dubrick, CCO of Rethink, which is behind the campaign and its production. “Our hunch was that the rest of the world shared our frustration.”

The social and website elements of the campaign are being launched today, which comes with a consumer sweepstakes. The full creative campaign will start Feb. 1, including OOH, social, search, OLV and influncers.

The brand also did street surveys to find out if people actually know what Roman numerals mean, which will run on Heinz social channels ahead of the Super Bowl.

In Canada, Carat is doing media support, with Zeno Group handling PR and influencers.

Heinz’s marketing has made frequent use of how recognizable elements of its bottle and packaging is, which has included the “57” on its label. The “Wait for Heinz” campaign gave consumers who waited 57 minutes for a website to load free ketchup, while the Heinz Ketchup Puzzle had 570 identical ketchup-red pieces. This is also not the first time the brand has tried to rally popular support to change a common frustration.