H-E-B asked us to develop a promotion that would encourage shoppers to visit their website and upload a video sharing what they loved most about the store.
H-E-B asked us to develop a promotion that would encourage shoppers to visit their website and upload a video sharing what they loved most about the store.
H-E-B asked us to develop a promotion that would encourage shoppers to visit their website and upload a video sharing what they loved most about the store.
Deliverables: multicultural advertising, creative direction, design, and messaging
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H-E-B, the region's dominant grocery store, approached our team to help them inspire fans to upload videos showcasing their favorite things about the store. They planned to judge the submissions and select several winners to receive free groceries.
We had a creative twist: instead of just running a standard promotion, we decided to create our own sample entries and post them on H-E-B's site to serve as inspiration. To drive engagement, we flooded social media with posts featuring our sample videos and clever calls for entry that broke away from the norm.
CORRIDO BY MINGO SALDIVAR
We contacted Mingo Saldivar for our first spot. Mingo is a master of the push-button accordion and one of Norteño's living legends. He has long stretched the music's conventions as much as he's upheld them, mixing elements of pop, rhythm and blues, and country music with the traditional dance rhythms of the Texas-Mexico borderlands.
We contacted Mingo and asked if he could write two songs Norteño songs for us, in English and Spanish promoting H-E-B. It didn't take much convincing. He loved the idea and jumped right in.
SEVERNATA BY JAVIER
We were fortunate to discover Javier during a talent search. He had the pan-Hispanic look we wanted and could not only speak Spanish but also sing and play guitar. We collaborated with Javier to develop a catchy song and a humorous storyline.
The scene opens with Javier singing to his meat on the grill, praising its juiciness and flavor. He sings about how nothing compares to its taste, all thanks to his beloved grill and H-E-B’s low prices and amazing selection. Just as he finishes, a friend swoops in and steals his meat, quipping, "See, that's why you don't have a girlfriend!"
TELENOVELA BY MARI
We wanted to create a final spot that really hit home and truly resonated with our core Latino audience. And what better way to do that than with a telenovela? We love drama! So, we crafted a story featuring food in a forbidden love that can't come to fruition.
The scene opens with a zucchini and a tomato speaking to each other. The tomato heartbreakingly tells the zucchini their relationship is over. Zucchini is shocked, insisting they are both fresh and delicious. But the tomato reveals it's not about zucchini—she just recently discovered she is a fruit. In a dramatic twist, the zucchini screams in anguish.
When the promotion launched, H-E-B was overwhelmed with an influx of fantastic videos from talented people all over San Antonio. The submissions were creative, heartfelt, and showcased the deep love the community had for H-E-B. Choosing just a few winners proved to be an incredibly tough task for the judges.
Given the high quality and sheer number of outstanding entries, the leadership at H-E-B made a surprising and generous decision. They expanded the prize pool, offering additional premiums to more participants than originally planned. This unexpected move delighted the community, further solidifying H-E-B's reputation as a company that truly values and appreciates its customers.
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