Almost all of my favorite ads are from H-E-B because they are catered specifically to the Texans and I grew up going to H-E-B with my family. Every ad features the same jingle, one of two narrators and often depict family testimonies or imagery of family/friends being together. This makes the ads familiar and relocatable. They feel real in the sense they they portray Texan activities (barbecuing, tubing, family dinners) and nod to values of this region. Overall, H-E-B prides themselves on serving families and supporting local businesses.
The first ad is advertising their curbside pick-up and delivery services. While there are no testimonies in this one, it shows how a family can spend time together while H-E-B employees do all of the shopping for them. This one is particular special because of the cultural referencing to thumping watermelons (an art form that I learned when I was maybe 5 years old) and placement of stars, Texas pillows, etc. throughout the video.
The second ad is in Spanish and highlights a particular tradition special to the Mexican American community in Texas, making tamales. H-E-B shows they have all the ingredients necessary for this family event and shows a video of a family sitting around the table to recreate this part of our culture. These ads always make me feel happy and closer to my family because H-E-B marketers understand the significance of tamales to the community.
Reading about how this as resonates with you, I could tell how catered these ads are to you and how that is such an important strategy to make ads like this relatable. It takes something so normal like grocery shopping and makes you feel like you’re really taken care of. Not being from Texas I have not seen these ads but I think both of them do a great job resonating with a certain group.
I agree with you that ad campaigns such as these do a really good job of integrating the company into the local community and sparking a sense of loyalty. It appears that these ads are very genuine and the company believes in the message it is spreading. I also think it is really cool how the company distributes different ads in English and Spanish but still gives off the same sense of community to both groups.