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

Eva Longoria to star in commercial highlighting My H-E-B app, lifetime grocery giveaway

Russell Redman

January 27, 2020

2 Min Read
HEB Super Bowl TV spot-Eva Longoria-teaser.jpg
The 60-second "H-E-B Big Game" spot with Eva Longoria is scheduled to air between the third and fourth quarters of Super Bowl LIV in key Texas markets.H-E-B

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.

Related:H-E-B upgrades mobile shopping app, earns kudos from Apple

“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.”

HEB Super Bowl 2020 grocery giveaway-My HEB app.jpg

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.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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