Plot Twist Sends Grocery Cart Across Texas for H-E-B Sustainability Spot

In order to showcase their efforts to promote sustainability by obtaining more products from local Texas sources, H-E-B and agency Plot Twist Creativity sent a grocery cart on a journey across the state. The spot features Texas producers like Jeri’s Oysters, Me and the Bees Lemonade, Wonderful Citrus, and Little Bear produce. It was shot by Austin-based director Jeff Bednarz with Camp Lucky and edited by Jayson Limmer at Dallas-based Recess Editorial, and features the classic song “Miles and Miles of Texas” covered by Austin artist Shakey Graves.

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Plot Twist Creativity

Sometimes, just when you think you know how a story is going to turn out, something unexpected comes along that throws that story in a new, exciting, unforeseen direction. That’s when stories become legends. We call that moment a plot twist.

That’s the origin story of Plot Twist Creativity – an agency formed by industry veterans who came to an unexpected fork in the road and decided to forge their own path.

Plot Twist is dedicated to telling brand stories in new and unexpected ways, to finding key insights that intrigue and engage consumers and lead to thrilling outcomes. In short, we exist to make brands the heroes in the hearts and minds of people.