SNEAK PEEK: Check out the H-E-B Super Bowl ad

Cowboy Troy

The Super Bowl is just around the corner – and H-E-B is ready with its annual “big game” TV ad.

This year’s 60-second spot, set to air this Sunday between the third and fourth quarters in selected markets across Texas, features Cowboy Troy, a Texas-based country rapper.

The commercial, which will be seen during a number of other programs airing in the days and weeks after the Super Bowl, helps kick off the San Antonio-based grocery chain’s annual Primo Picks Quest for Texas’ Best contest.

Winners of the competition will have a chance to have their creations sold in H-E-B’s nearly 400 stores in Texas and Mexico, plus a $25,000 cash prize and a Toyota Tundra truck.

“At H-E-B, we’re committed to searching every inch of the Lone Star State to find the finest, most unique items that showcase the flavors of Texas,” said Cory Basso, H-E-B’s group vice president of marketing and advertising. “We’re on a mission, and Cowboy Troy’s hip hop-country tunes provide a great backdrop for our Quest for Texas’ Best.”

To enter the contest, or learn more, visit

Super Bowl LII

5:30 p.m. Sunday

KXAN, Channel 36


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.”