Winners Named For H-E-B Primo Picks Video Showdown

Who says giving away free cookies can’t be a lucrative endeavor? For an inventive video by a San Antonio man, the idea earned him $25,000 and a spot in a H-E-B commercial.

For months, creative Texans took their shots at producing catchy videos about their favorite H‑E‑B Primo Picks private brand products as part of the H‑E‑B Primo Picks Video Showdown Contest. After video submissions poured in from across the Lone Star State, the pool was reduced to 10 finalists and Texans were encouraged to vote for their favorite. Now that the votes are tallied, the top three videos were selected with the grand‑prize winner, Wilfred H. Shipley, hailing from the Alamo City.

“H‑E‑B Primo Picks are one‑of‑a‑kind products our customers love as much as we do,” said Cory Basso, H‑E‑B Group Vice President of Marketing and Advertising. “Texans jumped at the chance to showcase their favorite items with some fun videos that capture the unique spirit of our H‑E‑B Primo Picks.”

Grand Prize ($25,000 and spot in H‑E‑B Super Bowl Commercial):
Free Cookies (San Antonio)

An adult with a sweet tooth meets a young entrepreneur, giving away free chocolate chip cookies. Eventually, the adult, who takes advantage of the offer and has a mouthful of cookies, is bested by the youngster who offers the man a cup of private label H‑E‑B MooTopia Milk – for a price. The funny exchange ends with the impressed adult simply muttering, “Well played.”

Second Place (H‑E‑B groceries for a year):
Jam Band (Houston)
A band of H‑E‑B enthusiasts playing in studio struggles with a song. Looking to get the creative juices flowing, the singer sips on a glass of private label H‑E‑B MooTopia Milk, inspiring a groovy jam session about the Primo Picks item.

Third Place (H‑E‑B gas for a year):
Animal Picnic (Belton)

This playful stop animation video features a gaggle of toy animals at a picnic, serving a pair of H‑E‑B Primo Picks: Saborsazo Mango Soda and store brand H‑E‑B Chopped Salad.

During the 2017 Super Bowl, H‑E‑B launched a statewide contest that encouraged Texans to create and submit entertaining videos, featuring their favorite H‑E‑B Primo Picks. With more than 4,000 selections at H‑E‑B stores across Texas, Primo Picks are cool, one‑of‑a‑kind products featured monthly with new items introduced throughout the year.

As part of the video contest, Texans were encouraged to vote for a chance to win groceries from H‑E‑B for an entire year. Amy Baker of Terrell, who was randomly selected among voters, won the prize. Contest voting ran from March 28 to April 9.



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Christopher Durham
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.