(SAN ANTONIO) Do you go to great lengths to shake up your H-E-B Shake Rattle and Bowl salad? Do you get bent out of shape without your H-E-B Café Ole? Does your dog do tricks for H-E-B Texas Pet treats? In the grocery retailer’s 2017 Super Bowl commercial, H-E-B asks the question, “Will you make the cut?”

This year, the H-E-B Super Bowl commercial launches a statewide contest encouraging Texans to hit record and submit unique videos starring their favorite H-E-B Primo Picks. Primo Picks are unique products featured each month exclusively at H-E-B stores. H-E-B offers customers more than 4,000 Primo Picks in stores throughout Texas, with new offerings added throughout the year.

“At H-E-B, we know our customers love H-E-B Primo Picks as much as we do.” said Cory Basso, H-E-B Group Vice President of Marketing and Advertising. “That’s why we wanted to give Texans an opportunity to show us how they would uniquely feature their favorite H-E-B products in a commercial-like video.”

The 60-second spot will air during the game in key markets throughout Texas during the local advertising break between the third and fourth quarters. After the Super Bowl 60-second spot debut, the ads will go into regular rotation and will air throughout February.

“So we’re calling on you to make videos just as unique as our Primo Picks,” says a familiar voice in the new H-E-B Super Bowl spot that features a cast of homegrown characters as unique as the Primo Picks they love, including an Olympic gymnast and former Bachelorette contestant.

Customers may submit up to three videos until voting closes on March 13. Customers will have the chance to win $25,000 and the opportunity to appear in an upcoming H-E-B commercial.

The contest will extend to social media, as H-E-B is encouraging customers to vote on and share their favorite #PrimoPicksShowdown submissions through social media channels. For more information on the contest, go to www.heb.com/video.

About H-E-B

H-E-B, with sales of more than $23 billion, operates more than 380 stores in Texas and Mexico. Known for its innovation and community service, H-E-B celebrated its 110th anniversary in 2015. Recognized for its fresh food, quality products, convenient services, and a commitment to environmental responsibility and sustainability, H-E-B strives to provide the best customer experience at everyday low prices. Based in San Antonio, H-E-B employs more than 96,000 Partners in Texas and Mexico and serves millions of customers in more than 300 communities. For more information, visit heb.com.