Texas Celebrities Put On Their Party Hats And Appear In A New TV Spot To Celebrate 100 Years Of H-E-B

2/3/2005

SAN ANTONIO – What do Charles Butt, Roger Clemens, Herb Kelleher, Ray Benson, the Houston Texans Cheerleaders, the San Antonio Spurs, Dennis Franchione and Bevo all have in common? For one, they are all Texas icons. Second, they all sport festive party hats in a new H-E-B television commercial that promotes the company’s Centennial Celebration. To kick things off in a big way, H-E-B is premiering the ad during the broadcast of Super Bowl XXXIX on Sunday, Feb. 6.

The :60 TV spot is the first paid media to introduce H-E-B’s yearlong “Celebration 100” campaign. The media buy is regional, which means the ad will debut during the Super Bowl broadcast, but only in Texas media markets.

“We think this brand commercial will be an impactful and fun way to launch our year long 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 Vice President of Brand Marketing & Advertising.

The TV spot highlights H-E-B’s reputation as a top Texas brand by featuring a variety of Lone Star State legends. The ad includes Houston Astros Pitcher Roger Clemens, nine-time Grammy Award-winning musician Ray Benson, the Houston Texan Cheerleaders, Bruce Bowen and Tony Parker of the San Antonio Spurs, University of Texas mascot Bevo, Southwest Airlines Founder Herb Kelleher, Texas A&M Football Coach Dennis Franchione and H-E-B CEO Charles Butt. Everyone in the spot is shown performing their “day jobs” – whether it’s pitching a baseball game or slam-dunking a basketball – while wearing a party hat to celebrate along with H-E-B.

In order to represent the diversity and spirit of Texas, the spot also includes ranchers, an H-E-B truck driver of the year, workers at the State Capitol, 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 voice-over includes, “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.”

The ad is only one element of a yearlong Centennial Celebration during which H-E-B will show its appreciation to customers, employee Partners and the communities the company serves. The celebration is complete with contests, giveaways and community events.

“A Centennial comes around once in a lifetime so we want this one to be Texas-sized,” said Kate Rogers, H-E-B’s Celebration 100 Project Director. “Our customer promotions include prizes as big as Texas — $100,000 in cash, four brand new Ford F-150 Texas Edition trucks, 100-second H-E-B shopping sprees, tickets to premier concert events around the state and even giving away a brand new home.”

The party extends outside H-E-B stores as well. To reinforce H-E-B’s commitment to the communities it serves, the company has initiated a series of special initiatives focusing on hunger relief and prevention, education and the environment. All of these programs are made possible through the generous support of the Celebration 100 sponsors – Coca Cola, ConAgra, H-E-B Own Brands, Kraft and Procter and Gamble.

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