HEB Private Brand Stars In Super Bowl Commercial

Iconic Texas retailer H-E-B gave its private brand a starring role in this year’s HEB Super Bowl commercials that ran in more than a dozen Texas markets. The spots include HEB private brand guacamole and nacho cheese tortilla chips, coffee, orange juice, queso, Texas shaped tortilla chips and ice cream.

For Texans, a little taste of the Lone Star State is all they need to feel at home – just ask one stranded on a deserted island.

Castaway on a remote beach, alone and helpless, we see the tide change when he spots a stray KODI cooler that fortuitously washes onto the shore. Seeing that the vessel contains some of H-E-B’s tastiest items, our scruffy friend finds comfort, turning his bleak situation into one that would give any Texan a taste of home.

Taking a playful and comedic approach to this year’s Super Bowl commercial, H-E-B will showcase an array of top-quality H-E-B brand products that Texans have come to love.

The 60-second commercial will broadcast between the game’s third and fourth quarters, in more than a dozen key Texas markets. The spot will air throughout February.

“At H-E-B, we appreciate that our customers have come to know and love our H-E-B brand products, which are fun items found exclusively at H-E-B and our family of stores,” Cory Basso, H-E-B group vice president of marketing and advertising, said in the release. “Even if you’re deserted on an island, we know our customers expect the best, and with the H-E-B brand they know they’re getting top quality products at low prices.”


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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.