Two of Texas’ most recognizable brands are joining forces.
H-E-B and the Dallas Cowboys have announced a new multi-year partnership that makes H-E-B the Exclusive Grocery and Pharmacy Partner of the Dallas Cowboys, bringing together grocery shopping, football fandom, in-store experiences and community giving.
The partnership kicks off this season with a mix of fan activations, exclusive merchandise, ticket and product giveaways, tailgating experiences, pop-up events and community initiatives across Texas and Mexico.
And naturally, there will be plenty of Cowboys stars involved.
Taking Game Day to H-E-B
At AT&T Stadium, H-E-B will serve as the presenting sponsor of the H-E-B Family Tailgate on the East Plaza. The family friendly experience will feature H-E-B food and product samples, face painting, airbrush tattoos, games, a shaded lounge with a television and a photo booth housed inside a giant replica of H-E-B’s signature red reusable shopping bag.
H-E-B is also bringing a little friendly competition to the parking lot with its new Tailgater of the Game program.
Fans will compete to see who can put together the ultimate H-E-B and Cowboys themed tailgate. Winners will be recognized in H-E-B’s Hall of Flame at the Family Tailgate, with one grand winner receiving Cowboys gear, game day seats, sideline passes and a $500 H-E-B gift card.
Back at the grocery store, H-E-B will transform select locations into Official Grocery Game Day Headquarters, complete with Cowboys themed signage, limited edition merchandise and opportunities for fans wearing their Cowboys gear to score surprise tickets and merchandise.
Cowboys Stars Become H-E-B Commercial Stars
The partnership also extends into advertising, with H-E-B bringing some familiar Cowboys faces into its popular commercial campaigns.
Dak Prescott, Brandon Aubrey, Caleb Downs and DeMarvion Overshown will appear in commercials and on billboards across the DFW Metroplex and select Central and South Texas markets.
It’s a natural fit for H-E-B, which has built a strong reputation for using humor, local culture and recognizable personalities to connect with Texas consumers.
A $500,000 Commitment to North Texas
The partnership isn’t just about football and shopping.
As part of H-E-B’s Spirit of Giving initiative, the retailer is donating a combined $500,000 to 10 DFW-area nonprofits, with each organization receiving $50,000.
Recipients include Arlington Charities, Community Food Bank, Crossroads Community Services, Denton Freedom House Food Pantry, Frisco Family Services, GRACE Grapevine, Heart of the City, Irving Cares, Samaritan Inn Food Pantry and Trusted World.
H-E-B is also pledging $1,000 to The Salvation Army for every Cowboys defensive sack during the regular season, up to $50,000.
Additional community efforts planned throughout the year include player-led school supply drives, holiday events, youth camps, football clinics and other outreach programs.
For H-E-B, the partnership is an opportunity to connect with Cowboys fans where they already spend their time, whether that’s in the grocery aisle, at the stadium, around the tailgate or in their communities.
“We are thrilled to bring together two iconic Texas brands and look forward to entertaining and supporting our customers,” said Juan-Carlos Rück, H-E-B Executive Vice President, North West Food/Drug Operations and Real Estate.
It’s a big Texas partnership with plenty of places for the two brands to show up, from the checkout line to the end zone.
Source: H-E-B. AdChat DFW has edited and adapted the announcement for editorial purposes.
