Private Brand Commercials from Texas Grocer HEB

I love discovering retailers who are so committed to their private brands that they invest in advertising. TV commercials are particularly exciting as they represent a significant investment in this portion of the business. Both Target and Walmart have begun to feature Private Brands in their commercials; with Walmart running commercials exclusively focused on the home brand Canopy, their Genuine Steakhouse Brand and their exclusive brand, Better Homes & Garden.  As I find these commercials I will post them.

The San Antonio based grocer H.E. Butt Grocery Company (abbreviated H-E-B) operates 310 stores throughout Texas and Mexico as well as the upscale grocer Central Market.

Below are several commercials from the “My HEB” campaign.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.