If I'm being honest, I'm torn between loving how Kraft-Heinz (and their agency, Rethink) realized this year was Super Bowl 57 and took full advantage of an authentic "57" tie-in...
... and hating the fact this out-of-home idea works because most people have collectively forgotten how to read roman numerals.
I'm definitely leaning more toward the love though.
I've said it before, and I'll say it again...
Marketing doesn't have to be complicated.
In fact, the best marketing rarely is.
P.S. You can read more about this campaign here.