H-E-B highlights store brands in Super Bowl ad, promo

For the upcoming Super Bowl, H-E-B is launching a regional spot during the big game that will highlight a range of their H-E-B products, and kickoff a promotion aimed to drive downloads and engagement with its revamped mobile app.

The San Antonio-based retailer launched a teaser video featuring actress and Texas-native Eva Longoria carrying an H-E-B bag with some store brand H-E-B chips peeking out. In the ad, Longoria’s en route to a Super Bowl party, which she says will be shown during a regional Super Bowl ad running on Feb. 2. This is where the sweepstakes comes in and the spotlight on H-E-B’s own brands.

To play, consumers watching the Super Bowl must download the app, register with their H-E-B account and then name 10 H-E-B products that were featured in the Super Bowl ad. Once 10 items are correctly identified, the player gets entered into a sweepstakes drawing for “groceries of a lifetime.”

The mobile game starts on Feb. 2, along with the Super Bowl, so more details on the game will be available then. Longoria previously teamed up with H-E-B in 2017 for a Super Bowl ad as well.

H-E-B’s enhanced mobile app launched in December, adding curbside pickup and home delivery options, as well as new features to help shoppers save on items, create shopping lists and better engage with products and the retailer.