H-E-B 2023 Big Game Commercials Target Love for Private Brand Favorites

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.

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By Christopher DurhamPublished On: February 14th, 2023Tags: HEB

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.