San Antonio-based H-E-B unveils free-groceries-for-a-year giveaway in Super Bowl ad

San Antonio-based grocer H-E-B wants to make sure it’s ringing in its 120th birthday in grand style.

In a Super Bowl Commercial featuring country music singer Aaron Watson, the supermarket giant unveiled an anniversary sweepstakes that will give 120 customers a shot at winning free groceries for a year.

Starting this Monday and running through June 9, customers can automatically enter the sweepstakes by scanning the barcode in their My H-E-B mobile app as they check out at the register. H-E-B will select one winner daily during the length of the promotion.

“When you check out, scan your app, get ready to scream, shout and clap,” Amarillo-based Watson talk-sings the giveaway’s details in the 60-second Super Bowl spot. “Because you could win free groceries for the whole dang year.”

By “free groceries for the whole dang year,” H-E-B means the winners will each receive a $7,000 gift card. So, don’t expect to fill your first shopping cart to the top with caviar, filet mignon and champagne should you get lucky.

According to the grocer, customers can also participate by entering a phone number tied to their verified My H-E-B account, place an order for curbside pickup or delivery with their account or enter via the good old-fashioned U.S. Mail via directions from the official rules.

For those in need of a little history lesson, H-E-B got its start on Nov. 26, 1905, when Florence Butt opened a grocery on the ground floor of her family home in Kerrville.

Still led by Butt family member Charles Butt, the company moved its headquarters to San Antonio in 1985 and now operates nearly 450 stores across Texas and Northern Mexico. It’s one of the state’s largest private employers. And it also apparently has enough cash in the bank to celebrate a big anniversary in a big way.

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This article appears in Feb 5-18, 2025.