Favor Delivery, the only on-demand delivery app by and for Texans, today announced the launch of HEB Now, a new grocery product offering in partnership with its parent company and popular Texas grocer HEB. Available exclusively on the Favor app starting today, HEB Now provides a quick and convenient grocery solution for busy individuals and families to meet their last-minute grocery needs.
Whether it’s a forgotten item in a recipe or stocking up on fruits and vegetables and weeknight staples, Favor customers can get up to 15 items delivered in 45 minutes or less through HEB Now — with no delivery or service fees on orders over $25 through the end of the year. Texans can shop HEB Now in the new “HEB” tab of the Favor app, along with all their other HEB favorites, including HEB Beer & Wine, Blooms by HEB, HEB Sushiya, True Texas BBQ and more. The exclusive offer is the latest example of the brand’s efforts to continue to prove its mantra, “Favor is ‘How Texas Orders In.'”
To introduce HEB Now and highlight everything the Favor app has to offer — from restaurants of every cuisine to groceries, flowers, alcohol and more — the brand is launching a campaign called “All in Favor,” created in partnership with agency Preacher. The playful ads feature an articulate Texan who pops into everyday moments — watching the big game in the living room, playing pickleball or swinging on the playground — to show customers the plethora of items that can be ordered through the app in just 30 seconds.
The campaign, which will air across the state of Texas on connected and linear television, as well as digital and social media platforms, ends with a reminder of everything Favor offers: “All your local restaurants. All your last-minute HEB needs. All your Texas favorites. All at Favor.”
“This new service underscores our commitment to spreading Texas hospitality throughout our home state by providing Texans with a quick and convenient way to do their last-minute grocery shopping at their favorite grocer, HEB,” said Chris Rogge, senior director of brand and creative at Favor. “We are committed to providing Texans with the best service and selection, no matter what their delivery needs are, and there’s no better way to demonstrate that than through our ‘All in Favor’ campaign.”
“All in Favor” is Favor’s third campaign under its “How Texas Orders In” platform, launching in August 2023, shortly after Preacher was named an official agency. The debut campaign featured Texans new to the state sharing the quirky things they’ve learned about their neighbors since moving in. The second campaign documented a death-defying Favor delivery to a mountaintop to prove how far Favor will go to bring its customers the best of Texas.
With HEB Now creating so many more delivery options, we needed to create a character that could appropriately convey such a surge in inventory (and do so with true Texan flair) while also making the item listing engaging. Enter our quick-witted Texan – inspired by modern-day auctioneers – who loves nothing more than surprising hungry folks in everyday situations, like a game day party or a pickleball match. Now we have this unforgettable character rambling about avocado toast while shooting no-look winners over the net, and it’s just so much fun,” said Jacob Neuenswander, senior copywriter at Preacher.
