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H-E-B has signed on celebrity spokesperson Jennette McCurdy, co-star of Nickelodeon’s iCarly, to star in its new Gear Up for Back-to-School ad campaign, which launches July 13 and runs through August 31 in Texas.
The H-E-B campaign will feature McCurdy in a series of TV and newspaper ads, outdoor boards, in-store signage and H-E-B’s My H-E-B Texas Life publication. An online component also plays heavily into the campaign and includes a presence on heb.com and on H-E-B’s Facebook and Twitter pages. A Spanish-language campaign, featuring McCurdy, will run simultaneously in the select markets of San Antonio, Austin, McAllen, Brownsville, Corpus Christi and Laredo.
“Jennette has proven to be a consistent favorite with children and parents alike and we are looking forward to a positive response to her presence in the campaign,” said Cory Basso, H-E-B group VP marketing and advertising.
iCarly is the number one rated cable show for children, ages two to 14. The show, now entering its fifth season, is a consistent Favorite Show winner at the Nickelodeon Kids' Choice Awards and McCurdy’s iCarly character, Sam, was voted Favorite Sidekick at the 2011 Kids' Choice Awards.
In the campaign, H-E-B and McCurdy will offer families quick tips and solutions for starting off the school year on the right foot with back-to-school supplies and good nutrition. H-E-B’s smart solutions take the form of products, offered at the company’s everyday low prices, which are selected to make heading back to school a breeze.
To further add to the campaign, H-E-B is running two promotions in its stores to generate additional excitement among its customers. In the Gear Up and Go giveaway, customers will be invited to enter for a chance to win a year of free groceries or a back-to-school shopping spree sponsored by Netspend. Customers can also win more than 6,500 other prizes and offers. In the Be A VIP with Jennette McCurdy promotion, customers will have the chance to win a meet and greet with Jennette in their hometown.
San Antonio-based H-E-B operates 332 stores in Texas and Mexico.