H-E-B Sings Through the Super Bowl

H-E-B capitalized on this year's Super Bowl being played in Arlington, TX, to kick off another ad campaign spotlighting its home-state focus.The chain ran a 60-second regional spot during Fox's game coverage on Feb. 6 that presented country musician Jack Ingram singing excerpts from "You Can't Spell Texas Without H-E-B," a song written for the campaign. (See video below.)The retailer posted a full version of the song on its website, plugging it extensively through Facebook. Five days before Super Bowl Sunday, registered customers received a preview of the TV spot through an email that also dangled $2 off store-made chicken wings and a "buy one, get one free" deal on private-label chips and energy tea.Meanwhile, a related "Country Music" sweepstakes awards a grand-prize trip to Las Vegas for the "46th Annual Academy of Country Music Awards" in April, including tickets to a "Girls Night Out: Superstar Women of Country" event and a $2,000 Visa gift card. Secondary prizes consist of one autographed Gibson guitar and 20 autographed CDs. Consumers enter on the retailer's website from Jan. 28 through March 1 by signing up to receive periodic emails.The Texas-centric chain (all U.S. stores are located within the state) has made a habit of running regional spots during the annual broadcast of the National Football League's Super Bowl. Recent efforts have featured both chain executives and celebrities with Lone Star State connections. (See Related Articles.)Elsewhere, H-E-B put a "Game Day" spin on its ongoing "Combo Loco" campaign in the week before the game, offering free SKUs of ConAgra Foods' Ro-Tel and Wolf Brand Chili with purchase of Kraft Foods' Velveeta in a tie-in to the manufacturers' national cross-promotion. (See "FSI Report: Jan. 23, 2011.") The products were merchandised together in stores, with accompanying signage promoting a recipe for "queso dip." On-pack coupons delivered instant savings at checkout. The promotion also earned a Feb. 2 circular feature.Among other related circular activity, H-E-B offered free SKUs of:Kraft's eponymous dressing, store-brand soda and wing sauce, and a private-label ChefStyle plastic bowl with purchase of Hill Country Fare chicken wings or other appetizer in a "Meal Deal" promotion. (Terms of the deal varied somewhat by market.)Clorox Co.'s Hidden Valley and KC Masterpiece with purchase of the packaged goods maker's Kingsford charcoal. In a separate offer, shoppers received free Hill Country Fare beef, store-brand chicken, charcoal, lighter fluid and soda (worth a total of $29) with purchase of Char-Broil LLC's American Gourmet grill (at $99.97).Schwan's Consumer Brands' Red Baron and Ken's Foods' flagship dressing with purchase of Tyson Foods' Any'tizers.In seasonal cause marketing activity, H-E-B again participated in The Souper Bowl of Caring's annual food drive. From Jan. 12 through Feb. 6, participating stores collected donations and sold bags of non-perishable foods for donation to local food pantries. Stanchion signs, ceiling banners, displays and TV spots in some markets supported.

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