Supermarket Celebrates Century on Super Bowl

DALLAS Some of Texas’ most iconic individuals put on their party hats for a 60-second commercial for supermarket chain H-E-B that will premiere during Sunday’s Super Bowl.

Created by the independent Richards Group in Dallas, the spot celebrates H-E-B’s centennial and features luminaries such as Southwest Airlines founder Herb Kelleher, Houston Astros pitcher Roger Clemens and others wearing party hats as they do their jobs. Clemens is shown on a pitcher’s mound with the conical hat. Others donning hats include Grammy Award-winning musician Ray Benson, the Houston Texan Cheerleaders, Bruce Bowen and Tony Parker of the San Antonio Spurs, University of Texas Longhorn mascot Bevo, Texas A&M football coach Dennis Franchione and H-E-B CEO Charles Butt.

The spot will air in the top Texas markets during the Super Bowl, the grocery chain said.

“We think this brand commercial will be an impactful and fun way to launch our yearlong 100th anniversary celebration and show our appreciation to the people who have made H-E-B successful over the past 100 years,” said Cory Basso, H-E-B’s group vp of brand marketing and advertising.

The spot also includes ranchers, the H-E-B truck driver of the year, workers at the state capitol building in Austin, Texas, a rodeo cowboy, a Gulf Coast shrimper, an oilfield worker, a football referee, a highway patrol officer and members of H-E-B’s leadership team.

The voiceover says: “There’s a celebration going on in Texas because H-E-B has been a part of Texas for 100 years. And to say thanks, we’re throwing a party, and all of Texas is invited. To our partners, to our neighbors and to our customers, it’s our way of saying ‘much obliged.’ Because of you, Texas, here, everything’s better.”

Creative directors at Richards were Patrick Murray and Bill Cochran. The art director was Todd Sturgell, with Chris Smith as copywriter. The agency producer was Rachael Turnage, and the director was Chris Smith at Sugar Films in Dallas. Doug Bryan at Post-Op was editor, with music design by Tom Faulkner.

The ad is part of a yearlong centennial campaign that will include contests, giveaways and community events, the company said.

Based in San Antonio, H-E-B employs more than 56,000 at stores in Texas and Mexico.