H-E-B Super Bowl Ad Kicks Off ‘Quest for Texas Best’

In support of its “Quest for Texas Best” contest, San Antonio-based H-E-B will feature a 30-second ad spot during the Super Bowl on Feb. 2, announcing the six-week, 27-city tour to find the next “Primo Pick” to be sold in the grocer’s stores.

The TV spot features the fictional character, Milly, whose “Better than Good Bacon Jam” is chosen as one of H-E-B’s Primo Picks -- Texas-made products featured monthly, and exclusively at H-E-B. The spot also features former Dallas Cowboy Troy Aikman, who pushes through throngs of fans to capture a selfie on his phone with Milly and her now-famous jam.

The Quest for Texas Best contest will also be supported by a series of Facebook and Twitter contests using the hashtag #HEBquest.

“H-E-B is proud to offer our customers the best of Texas products,” said Cory Basso, H-E-B group VP of marketing and advertising. “We are excited to launch this Quest for Texas Best and find that next big home-grown product all Texans will be talking about, and maybe the next real-life Milly.”

More information as well as a sneak preview of the commercial is available online.