H-E-B Spurs - Fluent

The H-E-B Spurs commercials have become instant classics for Spurs fans who anticipate their arrival every season opener. This commercial was originally meant to be just a Spanish broadcast spot, but the Spurs players timing and humor transcended language. This became the very first bilingual commercial in H-E-B's broadcast history that aired in both English and Spanish networks. It has gone on to become the most highly viewed H-E-B Spurs commercial ever on H-E-B's Facebook page and YouTube.

Ricardo Barrera, Martha Martinez - Copywriters
Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Bryce Richardson, Paperlyte - Director
Mary Ellen Rose - Food Stylist
Sugar Films - Production

H-E-B Spurs - En La Parrilla con Manu

The Richards Group have made the H-E-B Spurs commercials one of the most successful NBA collaborative, campaign partnerships. The H-E-B internal Hispanic Department had requested a commercial be produced with the Spurs shooting guard Manu Ginóbili. Manu became our spokesperson for the Market Department and grilling with a little Argentinian flare.

Martha Martinez - Copywriter
Eddie Rodriguez - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Sugar Films - Production
Yvannia Yaya Garcia - Voice Over

H-E-B CarneSazo Con Canelo

H-E-B CarneSazo has been the most successful program for the H-E-B Market Department in the border region of Texas. For any occasion, big or small, there is a CarneSazo. This campaign sought to leverage the extreme popularity of Mexican professional boxer Santos Saúl Álvarez Barragán, commonly known by his nickname "Canelo".

Martha Martinez - Copywriter
Eddie Rodriguez, Dina Vela - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Lisandro Grane - Director
Ruben Fernandez - Assistant Director
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Mary Ellen Rose - Food Stylist
Roberto Molina, 13th Floor Studios - Editor
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B Futbolizate - World Cup

The FIFA World Cup is a major television viewing event for the Hispanic community. H-E-B brought Fernando Fiore, host of Univision's República Deportiva and creator of the extremely popular variety show Lente Loco on Univision. His amazing humor and comedic timing was the perfect addition to help elevate the "Futbolizate con H-E-B" soccer campaign. From decorations to snacks to everything you need for la parillada.

Martha Martinez, Ricardo Barrera - Copywriters
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Igor Jimenez - Director
Ruben Fernandez - Assistant Director
Gerard Lodico, Shooters Films - Producer
Mary Ellen Rose - Food Stylist
Brenda J. Ambrize - Casting Director
Roberto Molina, 13th Floor Studios - Editor
Allison Turrell, Stuck On On - DI Producer
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B Super Bowl

This "My H-E-B" Super Bowl commercial was the first to use the mnemonic Chugga-Beeps in a new, melodic version that followed Texans and shared their stories and the personal ways H-E-B is engrained in our every day moments.

The Richards Group - Creative/Account Service
Chris Smith - Richards Group Creative Director
Ricardo Barrera - Creative
Cory Basso - Group VP Marketing & Advertising
Chris Smith, Sugar Films - Director
Sugar Films - Production

H-E-B Niños Rockeros - Back To School

Try getting this song out of your head! This is our stylized version of "If You’re Happy and You Know It" song. Continuing with the music theme we had established the previous year, we were challenged to relate to our Spanish speaking mamá that consumes both English and Spanish language programming. This campaign was about using the childhood songs we grew up with but updating them musically and adding fun energetic dance moves.

Martha Martinez - Copywriter, Songwriter
Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Fausto Teran - Director
Ruben Fernandez - Assistant Director
Olga Sokolova - Dance Instructor
Gus Espinoza - Producer
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Roberto Molina, 13th Floor Studios - Editor
Yvannia Yaya Garcia - Voice Over
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B Mamá Rockera - Back To School

Now try getting this song out of your head! This is our stylized version of the "Twinkle, Twinkle Little Star" song. Continuing with the music theme we had established the previous year, we were challenged to relate to our Spanish speaking mamá that consumes both English and Spanish language programming. This campaign was about using the childhood songs we grew up with but updating them musically and adding fun energetic dance moves.

Martha Martinez - Copywriter, Songwriter
Judi Delgado Hooks, Norma Howard - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Fausto Teran - Director
Ruben Fernandez - Assistant Director
Olga Sokolova - Dance Instructor
Gus Espinoza - Producer
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Roberto Molina, 13th Floor Studios - Editor
Yvannia Yaya Garcia - Voice Over
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B Holiday - Comadre In The North Pole

For this holiday campaign, we wanted our H-E-B Comadre to head up to the North Pole and spread little Latin-flavored, holiday joy. What better way to teach Santa and his elves the way Latinos celebrate the holidays, with a little music, a little dancing, a tamalada and whole lot of gifts!

Martha Martinez - Copywriter
Eddie Rodriguez - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
The Richards Group, Sugar Films - Director

H-E-B Produce - Bandera

Texas Latinos are known for purchasing lots of produce, but among them is what the H-E-B Produce Department refers to as La Bandera — the colors of the Mexican flag; green, white and red. Green for jalapeños, serranos, avocado, limes, tomatillos and cilantro. White for the onions and garlic and red for bell peppers and tomatoes of all shapes. This produce spot uses the omnipresent mariachi song Son de la Negra to showcase all the different ways they use fruits and vegetables.

Martha Martinez - Copywriter
Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Matt Urhy - Director
Ruben Fernandez - Assistant Director
Gerard Lodico, Shooters Films - Producer
Mary Ellen Rose - Food Stylist
Chris Blankenship - Editor, Color Correction

H-E-B Mariscada

Martha Martinez - Copywriter
Eddie Rodriguez - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Sugar Films, The Richards Group - Footage
H-E-B México - Additional Footage
Ricardo Veliz, The Living Room - Music
Gus Espinoza - Producer
Gerard Lodico, Shooters Films - Producer
Mary Ellen Rose - Food Stylist
Renata Ciossani, Roberto Molina, 13th Floor Studios - Editor
Renata Ciossani, 13th Floor Studios - Color Correction
Parke Gregg, Stuck On On - Color Correction

H-E-B CarneSazo - Grill Full Of Surprises

Our very first H-E-B CarneSazo commercial was the basis for a successful campaign that is now going into its fifth year. When you fire up the grill and the meat starts smoking, it always pays have extra fajitas grilling because one should always expect lots of unexpected guests.

Dennis Ochoa - Art Director
Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Joe & Mike - Directors
Mary Ellen Rose - Food Stylist
Claudio Leiva, SoundBox Studios - Music
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Brenda J. Ambrize - Casting Director
Chris Blankenship - Editor, Color Correction

H-E-B CarneSazo - CarneSazo Cumbia with Michael Salgado

This the campaign that started it all. H-E-B sought to connect with it's customers in the border region of Texas and increase its share of the weekend grilling trip to the H-E-B Market Department. 'CarneSazo' is a made-up word created to mean 'a large carne asada' that includes firing up the grill, lively music, friends and family and of course, assorted meats from H-E-B.

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Joe & Mike - Directors
Mary Ellen Rose - Food Stylist
Claudio Leiva, SoundBox Studios - Music
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Brenda J. Ambrize - Casting Director
Chris Blankenship - Editor, Color Correction

H-E-B Lockers - Back To School

Our English language campaigns are typically done by the Richards Group in Dallas, Texas. This 'Step It Up' back to school idea for a 'Music Video' like commercial came from our internal H-E-B 360 advertising team and was shot by The Richards Group.

The Richards Group - Creative/Account Service
Chris Smith - Richards Group Creative Director
Cory Basso - Group VP Marketing & Advertising
Chris Smith, Sugar Films - Director
Sugar Films - Production

H-E-B Cafeteria - Back To School

Our English language campaigns are typically done by the Richards Group in Dallas, Texas. This 'Step It Up' back to school idea for a 'Music Video' like commercial came from our internal H-E-B 360 advertising team and was shot by The Richards Group.

The Richards Group - Creative/Account Service
Chris Smith - Creative Director
Cory Basso - Group VP Marketing & Advertising
Chris Smith, Sugar Films - Director
Sugar Films - Production

H-E-B CarneSazo - First Car

The Pues un CarneSazo sought to give any moment; from a first car, a first tooth, even your favorite novela ending the PERFECT reason to have someone Prende el Bote. Lead by the comedic, GRAMMY winning, Tejano music artist, Michael Salgado, this campaign truly solidified the 'CarneSazo' catchphrase in the border region on Texas.

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Mickey Cevallos - Director, Editor, Color Correction
Fernando Cano - Producer
Cevallos Brothers - Production
Alicia Mendez-Clayton - Food Stylist
Brenda J. Ambrize - Casting Director

H-E-B CarneSazo - Engagement

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Mickey Cevallos - Director, Editor, Color Correction
Fernando Cano - Producer
Cevallos Brothers - Production
Alicia Mendez-Clayton - Food Stylist
Brenda J. Ambrize - Casting Director

H-E-B CarneSazo - Novela

The Pues un CarneSazo sought to give any moment; from a first car, a first tooth, even your favorite novela ending the PERFECT reason to have someone Prende el Bote. Lead by the comedic, GRAMMY winning, Tejano music artist, Michael Salgado, this campaign truly solidified the 'CarneSazo' catchphrase in the border region on Texas.

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Mickey Cevallos - Director, Editor, Color Correction
Fernando Cano - Producer
Cevallos Brothers - Production
Alicia Mendez-Clayton - Food Stylist
Brenda J. Ambrize - Casting Director

H-E-B CarneSazo - First Tooth

The Pues un CarneSazo sought to give any moment; from a first car, a first tooth, even your favorite novela ending the PERFECT reason to have someone Prende el Bote. Lead by the comedic, GRAMMY winning, Tejano music artist, Michael Salgado, this campaign truly solidified the 'CarneSazo' catchphrase in the border region on Texas.

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Mickey Cevallos - Director, Editor, Color Correction
Fernando Cano - Producer
Cevallos Brothers - Production
licia Mendez-Clayton - Food Stylist
Brenda J. Ambrize - Casting Director

H-E-B Bakery - Dichos

This H-E-B Bakery spot set out to relate to our consumers by using every day, colloquial phrases with the amazing imagery of freshly baked, Mexican pan dulce.

Martha Martinez - Copywriter
Eddie Rodriguez, Judi Delgado Hooks - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Matt Urhy - Director
Ruben Fernandez - Assistant Director
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Mary Ellen Rose - Food Stylist
Chris Blankenship - Editor, Color Correction

H-E-B Autobús - Back To School

For years, H-E-B was know to 'trans-create' their commercials to Spanish—meaning an English-language campaign was used as the basis for a Spanish-language commercial. This was the first year the Hispanic department was given full control over creative for the Back-to-School campaign. Our target, marketing, and strategic direction was completely different. We want to use relevant, latino-based songs our mamá grew up listening to and re-record them with a modern twist.

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Vero Garcia Mooney - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Ramsés Albiñana - Director
Sergio Sergio Nicolau, Milargro Films - Production
Brenda J. Ambrize - Casting Director
Claudio Leiva, SoundBox Studios - Music
Roberto Molina, 13th Floor Studios - Editor
Yvannia Yaya Garcia - Voice Over
Parke Gregg, Stuck On On - Color Correction

H-E-B Sumar - Back To School

For years, H-E-B was know to 'trans-create' their commercials to Spanish—meaning an English-language campaign was used as the basis for a Spanish-language commercial. This was the first year the Hispanic department was given full control over creative for the Back-to-School campaign. Our target, marketing, and strategic direction was completely different. We want to use relevant, latino-based songs our mamá grew up listening to and re-record them with a modern twist.

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Vero Garcia Mooney - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Ramsés Albiñana - Director
Sergio Sergio Nicolau, Milargro Films - Production
Brenda J. Ambrize - Casting Director
Claudio Leiva, SoundBox Studios - Music
Roberto Molina, 13th Floor Studios - Editor
Yvannia Yaya Garcia - Voice Over
Parke Gregg, Stuck On On - Color Correction

H-E-B Tutor - Back To School

The Richards Group in Dallas, Texas had the idea of using Jennette McCurdy of 'iCarly and Sam & Cat' as the spokesperson for The Back To School campaign. We had the idea of bringing in a Spanish-speaking Tutor as a way to facilitate the conversation in the commercial as Jennette did not speak Spanish.

Monica Nadela, Christopher Walther - Copywriters
Eddie Rodriguez - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
The Richards Group, Sugar Films - Director

H-E-B Backyard Kitchen

H-E-B had been a huge partner with KSAT 12 for many years and decided to produce an on-going, outdoor cooking segment on KSAT's newly built campus. We brought in two popular Chefs from H-E-B Culinary Academy to be the hosts of the minute and a half morning segments. We designed the logo and help decorate the set for the first few months, and it still is a popular segment to this day.

Lena Delgado - Copywriter, Producer, Account Service
Cory Basso - Group VP Marketing & Advertising
KSAT-12 - Video Production, Editing

In The Kitchen With H-E-B

H-E-B has gone digital in new, interactive way. In The Kitchen with H-E-B was created to reach the busy mom, with quick, easy and delicious recipe ideas that you can subscribe on your phone or simply view on your tablet or computer.

Sarah Nelson, Paul Alanis - Producer/Client
Kiki Lindholm, The Wood Agency - Art Director
Videography - Quarter Moon Production

H-E-B CarneSazo - Coach

We wanted to evolve the popular campaign of 'Pues un CarneSazo' in a different way, where as the CarneSazo moment would come unexpectedly from an every day person.

Martha Martinez - Copywriter
Eddie Rodriguez, Dina Vela - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Lisandro Grane - Director
Ruben Fernandez - Assistant Director
Gabriel Beristain - Cinemotography
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Mary Ellen Rose - Food Stylist
Brenda J. Ambrize - Casting Director
Roberto Molina, 13th Floor Studios - Editor
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B CarneSazo - Empatados

Martha Martinez - Copywriter
Eddie Rodriguez, Dina Vela - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Lisandro Grane - Director
Ruben Fernandez - Assistant Director
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Mary Ellen Rose - Food Stylist
Brenda J. Ambrize - Casting Director
Roberto Molina, 13th Floor Studios - Editor
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B CarneSazo - Spelling Bee

Martha Martinez - Copywriter
Eddie Rodriguez, Dina Vela - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Lisandro Grane - Director
Ruben Fernandez - Assistant Director
Gabriel Beristain - Cinemotography
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Mary Ellen Rose - Food Stylist
Brenda J. Ambrize - Casting Director
Roberto Molina, 13th Floor Studios - Editor
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B CarneSazo - Sports

Martha Martinez - Copywriter
Eddie Rodriguez, Norma Howard - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Lisandro Grane - Director
Ruben Fernandez - Assistant Director
abriel Beristain - Cinemotography
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Mary Ellen Rose - Food Stylist
Brenda J. Ambrize - Casting Director
Roberto Molina, 13th Floor Studios - Editor
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B CarneSazo - Fiestas

Martha Martinez - Copywriter
Eddie Rodriguez, Dina Vela - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Lisandro Grane - Director
Ruben Fernandez - Assistant Director
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Brenda J. Ambrize - Casting Director
Roberto Molina, 13th Floor Studios - Editor
Parke Gregg, Stuck On On - Color Correction

H-E-B CarneSazo - Cowboys

Martha Martinez - Copywriter
Eddie Rodriguez, Norma Howard - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Lisandro Grane - Director
Ruben Fernandez - Assistant Director
Gerard Lodico, Mauricio Jemal, Shooters Films - Producers
Mary Ellen Rose - Food Stylist
Brenda J. Ambrize - Casting Director
Roberto Molina, 13th Floor Studios - Editor
Allison Turrell, Stuck On On - DI Producer
Parke Gregg, Stuck On On - Conform & Color Correction

H-E-B Holiday - Turkettes

The Richards Group - Creative
Cory Basso - Group VP Marketing & Advertising
Ricardo Barrera - Illustrator

H-E-B Holiday - Santa

The Richards Group - Creative
Cory Basso - Group VP Marketing & Advertising
Ricardo Barrera - Illustrator

H-E-B Holiday - Christmas

The Richards Group - Creative
Cory Basso - Group VP Marketing & Advertising
Ricardo Barrera - Illustrator

H-E-B Holiday - 12 Ways

Ricardo Barrera, Monica Nadela - Copywriters, Creative
Chris Smith - The Richards Group Creative Director
Cory Basso - Group VP Marketing & Advertising
Chris Smith, Sugar Films - Director
Sugar Films - Production

H-E-B Holiday - Partners (Spanish)

Ricardo Barrera, Monica Nadela - Copywriters, Creative
Chris Smith - The Richards Group Creative Director
Cory Basso - Group VP Marketing & Advertising
Chris Smith - Sugar Films Director
Sugar Films - Production