H-E-B, Aliens & Private Brand Invade the Super Bowl

Private Brand is the star of the show in this TV spot from Texas grocer H-E-B. In the commercial aliens invade the Lone Star State in search of tasty, Private Brand food. The commercial debuted in Southwest markets during the Super Bowl broadcast. It will also air during other significant viewer events, including the Academy Awards. This is the kind of commitment to Private Brand that proves H-E-B understands the value of BRand and its ability to differentiate and engage.

The commercial was conceived by The Richards Group and plays like a trailer for a science-fiction movie as a Texas community braces itself for an alien invasion. A farmer inspects a ruined cornfield. Fans at a sporting event spot a green light in the sky. Rocket scientists nervously monitor satellite images. Most mysteriously, H-E-B Private Brands, shopping carts and a tractor-trailer disappear. The drama culminates in a supermarket where a pint-sized alien in a ten-gallon hat buys milk, bread and other items before disappearing in a puff of smoke. “H-E-B brand products,” says the voice-over, “everybody wants them. Only Texas has them.”

The commercial features a large cast, multiple locations and oversized props (including an H-E-B truck parked on top of a building and 160 stacked shopping carts), elaborate movie makeup and animatronics.


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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.