H-E-B Debuts Super Bowl Commercial 2018

Texas grocer  H-E-B revealed its 2018 Super Bowl commercial on Saturday that follows a pair of H-E-B employees across the state in their search for the best products in Texas. Texas rapper Cowboy Troy raps throughout the commercial, mentioning the various products H-E-B employees are on the hunt for.

The commercial kicks off H-E-B’s fifth annual Primo Picks Quest for Texas’ Best contest where the public can nominate their favorite Texas-made products for consideration to hit H-E-B shelves as a new private brand product.

For the fifth year in a row, H‑E‑B is conducting the contest to support the products and creations that have their roots in Texas.

The retailer is asking businesses to submit foods or beverage products between February 4 and March 18. H‑E‑B will review the entries, and four businesses will be selected and receive the title of Texas Best and prizes up to $25,000.

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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.