This isn’t the Heinz Super Bowl Campaign. Instead, it’s an open letter:

Dear Heinz,

First of all, thanks for making a great ketchup. Seriously, it’s awesome. Consistent every time.

Caught a write-up about your LVII Means 57 campaign. You’re right, a lot of folks won’t know that LVII is 57. That’s smart.

LVIIMeanz57.com, though…. It’s cute, but did you think about how it sounds, how it might be misread? That little flourish with the “z” to make it “brand ownable” is fun and—from working at an earned media agency—I’m sure the team thought so, too.

But I’m wondering why you didn’t protect the brand by also buying the version with an “s” in “means.” What if a competitor had scooped it up? What if, say, someone were bored on a snowy Friday and had $16.53 on a gift card were to purchase it and redirect it to something you don’t want associated with the brand?

I’m not here to crash and burn the hard work, though. In fact, if you’re not Heinz and read this far, check out their video and hit the button to enter their cool-sounding sweeps.

But hey, marketer to marketer? Think about the misspellings, yeah?