You are here
SAN ANTONIO -- Roger Clemens, the Houston Texans cheerleaders, and two members of the San Antonio Spurs are among the many colorful Texas icons joining Charles Butt, chairman and c.e.o. of H-E-B Grocery Co., in a new television commercial that promotes the grocery chain's Centennial Celebration.
The chain premiered the first 60-second spot during Sunday's night broadcast of the Super Bowl as the first paid media to introduce its yearlong "Celebration 100" campaign. The regional spots, currently airing only in Texas media markets, highlight H-E-B's reputation as a top Texas brand by featuring a variety of Lone Star State legends.
Aside from state celebrities mentioned above, other local luminaries gracing the spots include nine-time Grammy-winning musician Ray Benson, Southwest Airlines founder Herb Kelleher, Texas A&M football coach Dennis Franchione, and University of Texas mascot Bevo.
All of the well-known local personalities are shown performing their "day jobs" in the spot, whether pitching a baseball game or slam-dunking a basketball, while wearing a party hat to celebrate along with H-E-B.
To represent the diversity and spirit of Texas, the spot also includes ranchers, an H-E-B truck driver of the year, workers at the State Capitol, a rodeo cowboy, a Gulf Coast shrimper, an oilfield worker, a football referee, a highway patrol officer, and members of H-E-B's leadership team.
"We think this brand commercial will be an impactful and fun way to launch our yearlong 100th anniversary celebration and show our appreciation to the people who have made H-E-B successful over the past 100 years," said Cory Basso, H-E-B's group v.p. of brand marketing and advertising.
The ad is one of several elements of H-E-B's yearlong Centennial Celebration, during which the chain will host contests, giveaways, and community events while showing its appreciation to customers, employee partners, and the communities the company serves, said Kate Rogers, H-E-B's Celebration 100 project director.
"A centennial comes around once in a lifetime, so we want this one to be Texas-sized," adds Rogers, adding that the chain is additionally celebrating by offering a $100,000 cash giveaway, four new Ford F-150 Texas Edition trucks, 100-second H-E-B shopping sprees, tickets to premier concert events around the state, and even a brand-new home.
The party extends outside H-E-B stores as well. To reinforce H-E-B's commitment to the communities it serves, the company has initiated a series of special initiatives focusing on hunger relief and prevention, education and the environment. All of these programs are made possible through the generous support of the Celebration 100 sponsors Coca Cola, ConAgra, H-E-B Own Brands, Kraft and Procter & Gamble.