SAN ANTONIO — H-E-B on Tuesday signed celebrity Jennette McCurdy, co-star of Nickelodeon’s iCarly, to star in its new Gear Up for Back-to-School ad campaign. The campaign launches July 13 and runs through Aug. 31.
The H-E-B campaign will feature McCurdy in a series of TV and newspaper ads, outdoor boards, in-store signage and H-E-B’s My H-E-B Texas Life publication. An online component also plays heavily into the campaign and includes a presence on HEB.com and on H-E-B’s Facebook and Twitter pages. A Spanish-language campaign, featuring McCurdy, will run simultaneously in the select Texas markets of San Antonio, Austin, McAllen, Brownsville, Corpus Christi and Laredo.
“Jennette has proven to be a consistent favorite with children and parents alike, and we are looking forward to a positive response to her presence in the campaign,” stated Cory Basso, H-E-B Group VP marketing and advertising.
iCarly is the No. 1-rated cable show for children between the ages of 2 and 14 years. The show, now entering its fifth season, is a consistent Favorite Show winner at the Nickelodeon Kids' Choice Awards, and McCurdy’s iCarly character, Sam, was voted Favorite Sidekick at the 2011 Kids' Choice Awards.
In the Gear Up for Back-to-School campaign, H-E-B and McCurdy will offer families quick tips and solutions for starting off the school year on the right foot with back-to-school supplies and good nutrition.
To further add to the campaign, H-E-B is running two promotions in its stores. In the Gear Up and Go giveaway, customers will be invited to enter for a chance to win a year of free groceries or a back-to-school shopping spree sponsored by Netspend. Customers also can win more than 6,500 other prizes and offers.
In the Be A VIP with Jennette McCurdy promotion, customers will have the chance to win a meet and greet with McCurdy in their hometown. Additional details on both promotions and the Gear Up for Back-to-School campaign can be found at HEB.com/school.