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    'My HEB' Forms Centerpiece of Chain's New Marketing Push

    SAN ANTONIO, Texas - In a fresh approach to its advertising, H.E. Butt Grocery Co. is launching a new TV campaign this week that leverages the deep affinity it says its customers have for its stores, by letting them speak for themselves about "My HEB.

    SAN ANTONIO, Texas - In a fresh approach to its advertising, H.E. Butt Grocery Co. is launching a new TV campaign this week that leverages the deep affinity it says its customers have for its stores, by letting them speak for themselves about "My HEB."

    "Our customers feel a sense of ownership and pride in the specific HEB stores in which they shop," said Cory Basso, HEB group v.p. of marketing and advertising, in a statement. "They also feel a connection to the partners that work at HEB. Everyone across our company values this loyalty deeply, and we want to focus on this phenomenon in our marketing."

    "My HEB" television commercials will launch this week across Texas. The first spots to break will feature local celebrities: Tim Duncan, Brent Barry, and Gregg Popovich of the San Antonio Spurs. The two Spurs players and its coach, respectively, have their own spots. Each begins by saying, "This is my HEB commercial," and then tells a funny and entertaining story about how HEB is a part of his life.

    Later in the 2006 holiday season, other "My HEB" TV spots will air featuring real customers selected from across the state offering personal stories of their own relationships with HEB.

    HEB said that beginning in early 2007, it would invite customers from all across Texas to submit more "My HEB" commercials, to be posted on the chain's Web site. HEB shoppers will be invited to vote on their favorites among the submission, and the top vote getters will air in media markets across Texas throughout the year.

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