‘The Rocket’ to Pitch H-E-B Meats

DALLAS Houston Astros pitcher Roger Clemens has signed on to be H-E-B’s latest spokesman, and will appear in four new commercials created by The Richards Group, the client said.

As part of his three-year partnership with the San Antonio grocer, Clemens will promote the convenience and great taste of H-E-B’s line of fully cooked meats, fresh ground beef and Prime 1 steaks and pork chops.

The 30-second television spots by the Dallas shop feature Clemens, his wife and their four sons, and give viewers a glimpse into the daily routine of the Clemens’ household. The first ad broke last week in Houston, Austin, San Antonio and South Central Texas. All spots will likely run until the end of the year.

In addition to the advertising campaign, H-E-B and Clemens will work together on promotions, in-store visits and local initiatives, such as the Roger Clemens Foundation and H-E-B’s “Helping Here” community program.

H-E-B currently operates 300 stores throughout Texas and Northern Mexico. The Richards Group has been working with the client since 1999.

Campaign spending is undisclosed. HE Butt Grocery Co. spent $16 million on advertising last year and $9 million in the first seven months of 2004, according to Nielsen Monitor-Plus.