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Five new spots for the H.E. Butt Grocery Company show women having a great time in a setting not normally associated with fun: a food store.
The TV ads from Rives Carlberg are part of a rebranding effort specifically tailored to the Houston market, where the San Antonio-based grocer has spent nearly a decade positioning its H-E-B Pantry sites as low-cost, no-frills stores.
As the supermarket chain shifts directions—building more expansive, bright stores to compete with large competitors like Kroger—it wants to change its image as well.
Last March H-E-B assigned the Southeast Texas slice of its advertising account to Rives in Houston.
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