Texas is big enough to have its own Super Bowl ads and H-E-B is paying big bucks for one of the regional spots, but it won’t say how much. National Super Bowl ad spots are fetching $5 million for one-time broadcasts.
H-E-B’s 60-second commercial features Texas country rapper and Skyline High School graduate Cowboy Troy singing about “flavors to savor” such as “a five-alarm salsa with a Habanero zing.”
The ad kicks off the San Antonio-based grocer’s fifth annual Quest for Texas Best contest and will be broadcast in Texas between the Super Bowl’s third and fourth quarters. More than 9,000 private label Primo Picks are sold in H-E-B stores including 240 that were submitted by customers in its Quest for Texas Best competitions. The competition runs from Feb. 4- March 18.
Cowboy Troy, or Troy Lee Coleman III, was born in Victoria and raised in Dallas and Fort Worth. He’s also a University of Texas at Austin graduate. He’s not the first Texas entertainer to be featured in H-E-B commercials which have a way of weaving the 112-year-old grocer into the fabric of Texas.