We initially conducted a nationwide talent search and rigorous focus group testing to find a spokesperson who aligned with the brand’s essence and whose profile could grow with the brand. The result was Olympic medalist and world champion figure skater Kurt Browning. We developed a creative strategy featuring Kurt, rooted in best practices for multi-year growth, which laid the foundation for a decade of impactful campaigns and a marked increase in HEB’s customer base.

With Kurt as the spokesperson, the campaign transfers effortlessly across all media platforms, firmly maintaining HEB’s brand leadership status despite new competition in the market.