H-E-B’s Favor Delivery goes ultra-fast

H-E-B’s in-house delivery service, Favor, is getting into the ultra-fast delivery business.

Favor Delivery on Friday launched H-E-B Now, promising delivery of up to 15 items in 45 minutes or less with no delivery or service fees on orders over $25, through the end of the year.

Shoppers at Texas-based H-E-B can access H-E-B Now via Favor’s app.

“This new service strengthens our commitment to delivering Texas hospitality throughout our home state by offering Texans a quick and convenient way to tackle their last-minute grocery needs from their favorite grocery retailer—H-E-B,” Chris Rogge, Favor’s senior director of brand and creative, said in a statement.
 

H-E-B worked with Preacher, its advertising agency, on a marketing campaign to promote H-E-B Now via broadcast TV, digital media, and social media. The “playful” campaign features a fast-talking Texan who shows up in a variety of everyday moments to let shoppers know all the things they can order on the Favor app. 

“With H-E-B Now creating so many more delivery possibilities, we needed to create a character who could properly convey such an uptick in inventory (and do so with true Texas flair) while making the list of items compelling,” said Jacob Neuenswander, senior copywriter at Preacher. “Enter our fast-talking Texan—inspired by modern-day auctioneers—who loves nothing more than to surprise hungry folks in everyday situations, like a game day watch-party and a pickleball match. Now, you have this memorable character rattling on about avocado toast while zipping no-look winners over the net, and that's just a ton of fun to watch.”

H-E-B purchased Favor in 2018, five years after its launch. Favor now operates in more than 400 cities across Texas and employs more than 100,000 drivers, who have delivered more than 90 million orders to date.