For Texas grocer H-E-B, this year’s Big Game commercials get into the hearts, minds, and stomachs of shoppers, providing some humor to reveal the lengths serious H-E-B fans will go to enjoy their favorite H-E-B Retail-owned Brand (private brand) products.
Set to a hit country song that conveys deep desire and yearning and lends another layer of comedic relief, the commercials highlight a range of quirky scenes that true H-E-B fans will understand. Whether it’s securing H-E-B Creamy Creations ice cream in the passenger-side seatbelt for the ride home, sneaking in a jar of H-E-B That Green Sauce into the stadium to watch the game, making it through the airport security check with dozens of H-E-B Bakery Flour Tortillas crammed into carry-on luggage or slipping into a bath for some peace and relaxation surrounded by H-E-B Flavor Favorites Bakery Butter Tortilla candles, as any H-E-B fan will tell you – if you know, you know.
The 30-second commercials were broadcast between the game’s first and second quarters, then again in the third and fourth quarters, in more than a dozen key Texas markets. The spots will air throughout February. H-E-B’s award-winning marketing team worked with Dallas-based Plot Twist Creativity, the creative agency, for the commercials, which are titled, “If You Know, You Know.”
“At H-E-B, we appreciate that our customers have come to know and love our H-E-B brand products,” said Ashwin Nathan, H-E-B Group Vice President of Marketing. “The love and fanaticism that H-E-B customers have for our brand and our products is like no other, and we think many of our loyal H-E-B fans will see themselves in these commercials.”
Recently named the top grocery retailer in the nation, San Antonio, Texas-based H-E-B takes inspiration from loyal customers to create an assortment of some of the most unique and exclusive products found in the Lone Star State. H-E-B launched the H-E-B portfolio of brands in 1992, and currently has thousands of H-E-B brand products on store shelves. With such a wide selection available, many H-E-B brand products are crafted in the Lone Star State: made by Texans, for Texans.
About the Author: Christopher Durham
