H-E-B — “LOVE LETTERS IN MEAT, MELODY, AND MELODRAMA”
A Multicultural Engagement Campaign That Turned Shoppers Into Storytellers

As Texas’s most beloved grocery store, H-E-B already had a strong emotional bond with its customers. But when they came to us with a simple request—to create a promotion encouraging fans to submit videos about what they loved most about the store—we saw an opportunity to turn a standard promotion into a full-on cultural moment.

Strategy: Don’t Just Ask for Content. Inspire It.
Instead of launching the contest with just a call-for-entry, we created sample entries that were equal parts funny, heartfelt, and unmistakably Latino. The idea? Model the type of submissions we wanted to see, then amplify them across social platforms to spark participation.

We leaned into culture, music, and humor, building a mini content universe designed to get people laughing, nodding in recognition, and reaching for their phone cameras.

Corrido by Mingo Saldivar
We teamed up with legendary accordionist Mingo Saldivar—known for blending Norteño with pop, R&B, and country—to create two original corridos (in English and Spanish) celebrating H-E-B. His joyful performances added cultural credibility and musical energy to the campaign.

Serenata by Javier
We cast Javier, a fresh-faced, pan-Hispanic talent, who sang a romantic ballad to the meat on his grill. In a hilarious twist, his crooning ends with a friend stealing his steak, quipping, "See, that's why you don't have a girlfriend!" The message? H-E-B meats are so good, they’ll break hearts.

Telenovela by Mari
Our pièce de résistance: a full-blown, over-the-top telenovela starring a heartbroken zucchini and a tomato who’s discovered she’s a fruit. It was dramatic. It was absurd. It was very, very H-E-B. Audiences couldn’t get enough.