H-E-B tortillas take center stage in 2023 Super Bowl commercial

AUSTIN (KXAN) — While the Kansas City Chiefs’ win and Rihanna’s halftime show might have dominated the headlines from the 2023 Super Bowl, a familiar Texas staple also made its mark.

H-E-B’s regional Super Bowl advertisement highlighted the Texas grocery chain’s tortillas. The tongue-in-cheek ad — aptly titled “If You Know, You Know” — featured Texans trying to sneak dozens of tortillas through airport security lines, as well as passing them off as homemade.

“There are certain tortillas, er – things, that Texans just can’t – and won’t – live without,” the ad’s caption reads on YouTube.


Umbrella sword, a meth burrito and much more found at TSA checkpoints

This isn’t the first time the San Antonio-headquartered grocer has made an appearance at the Super Bowl.

A 2022 commercial, starring George Strait, featured an H-E-B employee hand-delivering a bag full of store-brand snacks before a rocket ship takes off. A 2014 commercial centered on H-E-B’s Primo Pick quest for the best products statewide.

“At H-E-B, we appreciate that our customers have come to know and love our H-E-B brand products,” Ashwin Nathan, H-E-B Group vice president of marketing, said in a release. “The love of fanaticism for our brand and our products is like no other, and we think many of our loyal H-E-B fans will see themselves in these commercials.”

The Super Bowl 30-second commercials were aired in more than a dozen Texas markets during the Sunday championship game and will continue to air throughout February.

 

AUSTIN (KXAN) — While the Kansas City Chiefs’ win and Rihanna’s halftime show might have dominated the headlines from the 2023 Super Bowl, a familiar Texas staple also made its mark.

H-E-B’s regional Super Bowl advertisement highlighted the Texas grocery chain’s tortillas. The tongue-in-cheek ad — aptly titled “If You Know, You Know” — featured Texans trying to sneak dozens of tortillas through airport security lines, as well as passing them off as homemade.

“There are certain tortillas, er – things, that Texans just can’t – and won’t – live without,” the ad’s caption reads on YouTube.


Umbrella sword, a meth burrito and much more found at TSA checkpoints

This isn’t the first time the San Antonio-headquartered grocer has made an appearance at the Super Bowl.

A 2022 commercial, starring George Strait, featured an H-E-B employee hand-delivering a bag full of store-brand snacks before a rocket ship takes off. A 2014 commercial centered on H-E-B’s Primo Pick quest for the best products statewide.

“At H-E-B, we appreciate that our customers have come to know and love our H-E-B brand products,” Ashwin Nathan, H-E-B Group vice president of marketing, said in a release. “The love of fanaticism for our brand and our products is like no other, and we think many of our loyal H-E-B fans will see themselves in these commercials.”

The Super Bowl 30-second commercials were aired in more than a dozen Texas markets during the Sunday championship game and will continue to air throughout February.

Copyright 2023 Nexstar Media Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.


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