H-E-B featured its private brand products, including guacamole and queso, in a commercial that ran in more than a dozen Texas markets during the Super Bowl.

The ad shows a man alone on an island. At the beginning, he arranges leaves on the beach that read, “Send help.” By the end of the commercial, after a cooler with H-E-B products washes up on the shore, the man has arranged the leaves to read, “Send H-E-B.”

The retailer launched its house brand in 1992, and it is popular among shoppers of the chain.

“At H-E-B, we appreciate that our customers have come to know and love our H-E-B brand products, which are fun items found exclusively at H-E-B and our family of stores,” Cory Basso, H-E-B group vice president of marketing and advertising, said in the release. “Even if you’re deserted on an island, we know our customers expect the best, and with the H-E-B brand they know they’re getting top quality products at low prices.”

Hy-Vee was another grocery retailer to advertise during the game.


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