H-E-B Gives the Big Game a Lone Star Spin

Texas grocer H-E-B used the National Football League's Super Bowl on Feb. 3 to launch another ad campaign boasting of its connection to Lone Star customers.The San Antonio-based retailer continued its strategy of airing a regional TV spot during national coverage of the game (see "H-E-B Makes …" in Related Articles) with a 60-second "True Texan" ad starring country singer and Texas native Jack Ingram. Running throughout February in its original form and 30-second versions, the spot humorously dispels common stereotypes about Lone Star State residents. (See below.)Corresponding social media components included a Twitter sweepstakes running Jan. 31 through Feb. 28 that awards four grand-prize packages comprising a grill, outdoor furniture, private-label charcoal and $1,000 store gift card. Twenty first-prize winners get $100 cards. H-E-B's followers can enter daily by re-tweeting one of the retailer's "True Texan" tweets.H-E-B promoted the sweeps four days before the Super Bowl in an email blast that also delivered coupons and encouraged consumers to order deli trays by Feb. 2 for game-day pickup in stores. The email linked to a dedicated page on heb.com that still presents the TV spot and sweeps details, spotlights "crowd-pleasing" deli trays, and links to "game-time" recipes and a list of local craft brews. A home page carousel ad and Facebook updates also link to the page.Earlier in the season, a home page carousel ad and Facebook updates linked to the deli-tray order page. The updates also spotlighted deals such as a free package of Johnsonville Sausage's flagship-brand hot links and private-label Hill Country Fare mustard with purchase of H-E-B-brand charcoal.In stores, posters presented H-E-B as "Tailgate Headquarters" and directed shoppers to heb.com/tailgate, which houses the retailer's "Tailgater of the Game" contest. (See "H-E-B Knows Tailgating.") Other signs touted H-E-B charcoal as "the only natural charcoal worthy of the Texas star." National displays from the likes of MillerCoors and PepsiCo's Gatorade provided the bulk of seasonal P-O-P materials.In related cause marketing, H-E-B reprised its support of the annual "Souper Bowl of Caring" food drive for the seventh consecutive year. (See "H-E-B Sings ...") The retailer offered shoppers pre-packaged donation bags in the weeks leading up to the game. Features running in multiple circulars plugged the effort with a "Tackle Hunger in Texas" message. Facebook updates and run-of-press ads in regional newspapers supported.

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