Kraft Heinz is running a campaign to replace the roman numerals in the Super Bowl with regular numbers.

 The "LVII Meanz 57" campaign is a play on the famous number 57 that appears on Heinz products. 

• The campaign includes launching a microsite allowing consumers to vote on whether they should use roman numerals moving forward. 
• The campaign also has a minute-long ad showing that most people don't know what LVII means. 
• The campaign will not include an ad spot at the Super Bowl, with Heinz calling this an anti-advertising strategy. 
• The ad campaign is being run with Rethink, Publicis 57, Carat, and Zeno Group.