H-E-B unveils colorful ad campaign

SANTA MONICA, Calif. — H-E-B has launched a new ad campaign designed to give some humanity to its price-driven message.

Branding agency The Richards Group said Wednesday, on behalf of client H-E-B, that it has selected production company King and Country to create six new spots featuring a mixture of kids, family pets, animated typography, and the red and white colors from H-E-B's logo.

The first of the 15-second spots debuted Wednesday in targeted TV and cable outlets and on H-E-B's social media channels, including YouTube.com/HEB.

With H-E-B's red background as the canvas, each spot conveys a word- and picture-driven story designed to engage parents and families.

“We wanted to find a way to bring a little more fun and humanity to what was essentially a price-driven message,” said Chris Smith, The Richards Group's brand creative group head. “Because it's not about saving money; it's about the people you're saving money for.”