New H-E-B Spots Trumpet Low Prices

Texas-based retailer H-E-B is rolling out six new TV spots that feature a fun mixture of kids, family pets, animated typography and the red and white colors from the grocer’s logo.

Each spot deftly conveys a word- and picture-driven story designed to engage parents and families – and communicate H-E-B’s emphasis on low prices – to warmly drive home the brand’s tagline: No Store Does More.

The first of the 15-second spots debuted Wednesday in targeted TV and cable outlets, and on HEB’s social media channels.

“We wanted to find a way to bring a little more fun and humanity to what was essentially a price-driven message,” said Chris Smith, creative group head for branding company The Richards Group. “Because it’s not about saving money; it’s about the people you’re saving money for.”

Production company King & Country director Efrain Montañez explained: “We came up with a graphic approach that gives the campaign a jovial tone, with dynamic transitions and playful animation. The response has been fantastic.”

With sales of more than $18 billion, San Antonio-based H-E-B operates more than 335 stores in Texas and Mexico.