M/J Puts Words in Play for Grocer

DALLAS McGarrah/Jessee has launched a radio campaign for Central Market to promote specific foods, beverages and occasions such as Valentine’s Day, the agency said.

The Austin, Texas, independent created a series of 60- and 45-second spots to air through February in all Texas markets where the division of the H-E-B Grocery Co. operates—San Antonio, Austin, Dallas-Fort Worth and Houston, the agency said. The radio campaign supports an array of current brand marketing projects.

Spots entitled “Wee Henry,” “Rut” and “Ginkgo? Gesundheit!” follow a monologue format with the narrator emphasizing distinctive foods and wordplay, e.g.,