H-E-B is a Texas grocery store chain.
It's also the brand with the 2nd best reputation in the US
[THREAD] How a regional grocery store has built a cult following:
It's also the brand with the 2nd best reputation in the US
[THREAD] How a regional grocery store has built a cult following:
For the uninitiated, H-E-B is:
• A family-run grocery store with 400+ locations
• Ranked #1 among US brands for trust & citizenship
• Extremely popular. One IG fan account, heb_obsessed, has 39k followers
• A family-run grocery store with 400+ locations
• Ranked #1 among US brands for trust & citizenship
• Extremely popular. One IG fan account, heb_obsessed, has 39k followers
Besides price & quality, 3 reasons for @HEB's success:
1. Local pride
2. Private label
3. Crisis response
More on each:
1. Local pride
2. Private label
3. Crisis response
More on each:
1. Local pride
Texas pride is serious business. And H-E-B leans into it hard.
"If H-E-B doesn't do it, is it really Texan?" - @priyakrishna in Eater
Yes, they make Texas-shaped tortilla chips.
Texas pride is serious business. And H-E-B leans into it hard.
"If H-E-B doesn't do it, is it really Texan?" - @priyakrishna in Eater
Yes, they make Texas-shaped tortilla chips.
Other brands & products with major regional pride:
• Old Bay in Maryland
• Wawa in Pennsylvania & Jersey
• In-N-Out in California
• Salted nut rolls in Minnesota
Local pride: The marketing equivalent of #IYKYK
What are some from your neck of the woods?
• Old Bay in Maryland
• Wawa in Pennsylvania & Jersey
• In-N-Out in California
• Salted nut rolls in Minnesota
Local pride: The marketing equivalent of #IYKYK
What are some from your neck of the woods?
2. Private label
Trader Joe's ranks #1 for brand rep in the US.
Like TJs, H-E-B sells store-brand products with their own sub-cults.
High quality + unique offering = word-of-mouth
Trader Joe's ranks #1 for brand rep in the US.
Like TJs, H-E-B sells store-brand products with their own sub-cults.
High quality + unique offering = word-of-mouth
3. Crisis response
Texas has had it rough the past few years.
And H-E-B stepped up.
• After Hurricane Harvey, they sent trucks & mobile kitchens to affected areas
• They donate when tragedy devastates local communities
Texas has had it rough the past few years.
And H-E-B stepped up.
• After Hurricane Harvey, they sent trucks & mobile kitchens to affected areas
• They donate when tragedy devastates local communities
https://twitter.com/HEB/status/1541807967573622784
They were ready for Covid—because they'd been building a pandemic plan since 2005
They gave employees a $2/hr raise & extended their sick leave policy
Tx Monthly called them "the supermarket chain that takes care of Texans"
Actions > words—especially when it comes to community
They gave employees a $2/hr raise & extended their sick leave policy
Tx Monthly called them "the supermarket chain that takes care of Texans"
Actions > words—especially when it comes to community
Takeaway for marketers:
The relationship between business & buyer isn't just transactional.
It's emotional too.
Tap into unity, community, & commonality. They're a powerful trifecta ♥️
The relationship between business & buyer isn't just transactional.
It's emotional too.
Tap into unity, community, & commonality. They're a powerful trifecta ♥️
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