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01/28/2021

H-E-B sherbet for the hometown team

Dan Ochwat
Executive Editor
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San Antonio-based H-E-B has a long history of promotions and ads with its popular basketball team the San Antonio Spurs, often featuring players in funny ads who spotlight its own brand products. 

An admitted NBA basketball nut, some of my favorites feature when the team had superstar Kawhi Leonard and his now well-known deadpan delivery. Last year, the team ended a record-streak of 22 straight years making the playoffs, and being the only major professional sports franchise in the city, it has a strong following that connects with consumers and their love of H-E-B, a streak of continually being named a top retailer.

On Twitter and Facebook recently, Store Brands in the Wild saw that H-E-B has been promoting a new own brand item with the team — a limited edition H-E-B Creamy Creations Spurs Sherbet. The launch of the product comes with a sweepstakes to win a throwback Spurs jersey. Consumers enter on the H-E-B Facebook page.

The packaging of the ice cream has a really nice design, featuring colors of the throwback jersey that was reintroduced this year, and callouts to the team around the carton.

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