The story of the breast badge that changed the history of advertising

In 1893, the largest World's Fair of its time was held in Chicago, USA. Hundreds of brands from all over the world had come to showcase their latest inventions in food processing machines, foods, and products. But amidst all the excitement, there was a small booth that no one visited: the booth of the fledgling Heinz company. The company's director, Henry Heinz, was a man who didn't like noise. He believed that to be seen, you didn't have to shout, you just had to make people follow you. When he saw that no one entered his booth, he thought all night long about what he could do to attract people's attention. Until he looked out the window of his apartment building at a store selling pickles. It was here that the big spark in his mind was lit: He decided to make a small badge in the shape of a green cucumber. The next morning, thousands of green metal badges with gold lettering reading “Heinz – 57 Varieties” were ready. Heinz told his staff: “Everyone who visits our booth will receive one of these badges as a gift.” At first, people came just out of curiosity... but soon something happened that no one could have predicted. Visitors proudly pinned the cucumber badges to their clothes. Those who had the badges attracted attention—and everyone else wanted one too! Within hours, a long line had formed in front of the quiet Heinz booth. Word quickly spread through the show: “There’s a booth that gives away free cucumber badges!” But the truth was that people were attracted not because it was free, but because of the special feeling the little badge gave them. The feeling of “being part of a special group.” By the end of the show, more than a million Heinz cucumber badges had been distributed. The company's sales multiplied, and the cucumber badge became the official symbol of the Heinz brand. What's more interesting is that more than a century later, this badge is still being made, and collectors around the world recognize it as one of the most effective advertising tools in history. Henry Heinz didn't just make a badge; He showed that when a brand can create a feeling, even a small piece of metal can forever record its name in history. You can also use a variety of promotional gifts from Nahsan Sazan for your environmental advertising. Just visit the Nahsan Sazan Advertising Group website to have the best promotional gifts or chest badges exclusively. neshansazan.ir