For 9th year, H-E-B plans to run ad during Super Bowl

It won’t be seen nationally, but San Antonio-based grocer H-E-B is running a Super Bowl ad.

This will be the company’s ninth year to air a regional commercial during the big game, H-E-B spokeswoman Leslie Sweet said. The 60-second spot is expected to be seen by an estimated 3 million people in TV markets across Texas.

In the ad, an H-E-B employee scours the globe to find new products for the chain’s stores. Sweet said the grocer stocks items from 84 different countries.

The spot ends with H-E-B asking viewers to help name a new salsa that’s produced at a facility near Buda. Until a winner is selected, the product will be carried in H-E-B stores with a giant question mark on the label.

“H-E-B is committed to bringing the best and most unique items to our customers, items that are rarely offered anywhere else,” said Cory Basso, H-E-B’s group vice president of marketing and advertising. “We’re proud once again to have H-E-B be part of the most-watched television program of all time.”


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