H-E-B makes big play with Super Bowl TV ad

H-E-B plans to spotlight its new mobile app and a “lifetime of groceries” giveaway in a television commercial starring actress Eva Longoria to air during the 2020 NFL Super Bowl.

Announcing the new ad on Saturday, H-E-B said the TV spot is scheduled to run between the game’s third and fourth quarters in over a dozen key markets in Texas. The AFC champion Kansas City Chiefs and the NFC champion San Francisco 49ers are set to face off in Super Bowl LIV on Feb. 2 in Miami.

The 60-second commercial, titled “H-E-B Big Game” (see video teaser below), shows Texas native Longoria dropping in on a Super Bowl party featuring with several H-E-B products to tell partygoers about the new My H-E-B mobile app and the sweepstakes, in which one person can win a lifetime of groceries from H-E-B by playing a mobile game.

To enter, customers must download the My H-E-B mobile app from the Apple App Store (iOS) or Google Play (Android), create or log into an H-E-B account, and play the game in the app. The game asks registered users to choose 10 H-E-B products shown in the commercial. When 10 items are chosen correctly, users click to submit their selection and are entered for a chance to win.

Participants can start playing the mobile game when the TV spot airs on Feb. 2. The game will be available to play until 11:59 p.m. on Feb. 16, and the winner — chosen at random — will be notified via the e-mail address used for his or her H-E-B account, H-E-B said.

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“At H-E-B, we’re always looking for ways to go big and show our appreciation for our amazing customers,” Cory Basso, group vice president of marketing and advertising at H-E-B, said in a statement. “On TV’s biggest stage, we’re not only introducing Texans to our innovative new My H-E-B mobile app, we’re extending the opportunity to win a prize of a lifetime.”

To enter the "lifetime of groceries" sweepstakes, customers must download the My H-E-B mobile app and play a game to earn a chance to win.

San Antonio-based H-E-B launched the upgraded My H-E-B app in December, adding dozens of new and improved features. For example, shoppers now can place orders for H-E-B Curbside pickup or Home Delivery, “clip” and redeem digital coupons, and browse stores and find products via an enhanced search function.

H-E-B added that its Favor e-commerce subsidiary also will be making its Big Game commercial debut to promote its alcohol delivery service. Called “The Beer is Not Here,” Favor’s TV spot will highlight its “Match Made in Texas” campaign, including free delivery of beer and wine from H-E-B. The retailer launched the alcohol delivery service in July 2018.