San Antonio, Texas, February 5, 2026
H-E-B is set to air a new 60-second commercial during Super Bowl LX, featuring their iconic tortillas. Produced by Plot Twist Creativity, the ad aims to resonate with Texans and uphold local culture. The commercial’s teaser has already captured over 3 million views, highlighting the community’s strong connection with the beloved grocery chain. Set to air in the third and fourth quarters, this initiative continues H-E-B’s tradition of celebrating Texas pride and supporting local businesses, especially within the San Antonio area.
H-E-B Set to Shine in Super Bowl LX with New Tortilla Commercial
A Texas Favorite Takes Center Stage in Upcoming Ad
San Antonio, Texas – H-E-B, the iconic grocery store chain cherished by Texans, is preparing to unveil a new commercial during Super Bowl LX on February 8, 2026. This exciting 60-second spot, produced by Plot Twist Creativity from Dallas, will showcase H-E-B’s beloved tortillas and is set to air in the highly sought-after third and fourth quarters of the game, starting at 5:30 p.m. CST on NBC.
The commercial’s teaser, which was released on February 1, has already garnered over 3 million views, demonstrating the strong connection and love Texans have for H-E-B’s products. With a captivating visual of a baby crawling toward a plate piled high with tortillas, the ad trades on the deep emotional ties residents have with this staple product, tagged with the caption, “It’s what you’ve been craving.”
Championing Local Culture and Flavor
Plot Twist Creativity, the agency behind the ad, has previously collaborated with H-E-B on various Super Bowl campaigns and is tapping into Texas pride in this new creation. The principal and chief creative officer of the agency expressed excitement about focusing on the “coveted H-E-B tortilla” while hinting at a possible Texan celebrity voiceover to enhance the appeal. This approach not only highlights a popular product but also reinforces community ties, emphasizing H-E-B’s role in the local economy.
A Tradition of Super Bowl Advertising
H-E-B has a rich tradition of participating in Super Bowl advertising for over two decades, consistently crafting campaigns that celebrate Texas culture and the spirit of community. Their new tortilla-focused advertisement continues this legacy, aimed at resonating with viewers through authentic representation of regional flavor. This kind of marketing strategy not only showcases the brand but also supports local business resilience in a competitive retail environment.
The Impact on San Antonio’s Economy
The announcement of H-E-B’s Super Bowl ad is more than an exciting marketing moment; it reflects the ongoing entrepreneurial innovation that is significantly enhancing the San Antonio TX business landscape. Local businesses like H-E-B demonstrate the power of private investment and limited regulation in promoting economic growth. By celebrating local flavors and products, H-E-B is not only bolstering its brand but also supporting supply chains and local farmers who provide ingredients for their tortillas.
Connecting with the Community
As Super Bowl LX approaches, H-E-B’s upcoming ad is set to be a highlight for Texans. The ad serves as a reminder of the importance of supporting local products and businesses. Such initiatives not only contribute to consumer satisfaction but also strengthen economic ties within the community, promoting awareness and appreciation for what local entrepreneurs have to offer.
Conclusion: Here’s to Local Flavor!
In summary, H-E-B’s tortilla-centric Super Bowl commercial exemplifies the greatness that can emerge when a business roots itself in the local culture and economy. As such, it encourages consumers in San Antonio and beyond to continue supporting local products, which ultimately contributes to the growth of the Texas economy. As we gear up for the big game, let’s remain engaged in the economic future of San Antonio TX, championing small businesses and celebrating the unique flavors that make our community vibrant.
Frequently Asked Questions (FAQ)
When will H-E-B’s Super Bowl commercial air?
H-E-B’s 60-second Super Bowl commercial is scheduled to air during the third and fourth quarters of Super Bowl LX on February 8, 2026, at 5:30 p.m. CST on NBC.
What product is featured in H-E-B’s upcoming Super Bowl ad?
The commercial focuses on H-E-B’s iconic tortillas, highlighting their popularity among Texans.
Who produced H-E-B’s Super Bowl commercial?
The ad was produced by Dallas-based Plot Twist Creativity, a firm that has collaborated with H-E-B on multiple Super Bowl campaigns in recent years.
What is the theme of H-E-B’s Super Bowl commercial?
The commercial leans into Texas pride, tapping into the strong connection between Texans and H-E-B, and features a baby crawling toward a plate of tortillas.
How long has H-E-B been advertising during the Super Bowl?
H-E-B has a tradition of over two decades of Super Bowl advertising, with previous campaigns highlighting the brand’s commitment to Texas culture and community.
Key Features of H-E-B’s Super Bowl Commercial
| Feature | Description |
|---|---|
| Product Focus | H-E-B’s iconic tortillas |
| Ad Duration | 60 seconds |
| Air Time | Third and fourth quarters of Super Bowl LX on February 8, 2026 |
| Production Company | Plot Twist Creativity |
| Teaser Release Date | February 1, 2026 |
| Online Views | Over 3 million views |
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Author: STAFF HERE SAN ANTONIO WRITER
The SAN ANTONIO STAFF WRITER represents the experienced team at HERESanAntonio.com, your go-to source for actionable local news and information in San Antonio, Bexar County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Fiesta San Antonio, San Antonio Stock Show & Rodeo, and Dia de los Muertos. Our coverage extends to key organizations like the Greater San Antonio Chamber of Commerce and United Way of San Antonio and Bexar County, plus leading businesses in retail, insurance, and energy that power the local economy such as H-E-B, USAA, and Valero Energy. As part of the broader HERE network, including HEREAustinTX.com, HERECollegeStation.com, HEREDallas.com, and HEREHouston.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
