Favor Delivery, the Texas-based app owned and operated by Texans, has rolled out a new campaign celebrating its expanded H-E-B Now service, which brings the full in-store selection of H-E-B groceries, specialty foods and household items to customers’ doors in as little as 45 minutes.
The campaign taps into a scenario most Texans know well: everything is ready for dinner or game day, and suddenly you realize you’re missing one key ingredient—be it salsa, tortillas, or H-E-B’s famous butter tortillas. The message is clear: with Favor’s H-E-B Now, those moments no longer have to derail the meal.
Created with global creative agency Preacher and directed by Ryan Ebner of ArtClass, the ads lean into humor and local flavor. Set to 3 Doors Down’s nostalgic hit Here Without You, the spot captures the longing that comes with being short on an essential, blending humor with a uniquely Texan sense of identity.
The campaign continues Favor’s successful “How Texas Orders In” platform, launched in 2023, and will run across broadcast, connected TV and digital channels during the football season and holidays in major Texas markets including Austin, Houston, San Antonio, Corpus Christi and the Rio Grande Valley.
“Texans know the heartbreak of realizing you’re missing a key H-E-B item when everything else is ready,” said Sarah Aitken, Favor’s SVP of Marketing. “These ads capture that moment and show how Favor and H-E-B Now can save the day.”
Originally launched in 2024 with a curated selection of H-E-B’s most popular products, H-E-B Now quickly grew into a full in-store delivery experience, adding features such as shop-by-aisle browsing, seasonal collections and “Buy it again” options for quick reorders.
“We wanted to dramatize the pain and humor of making do without the real thing—because in Texas, some foods simply can’t be compromised,” added Mills Adams, associate creative director. “Thankfully, H-E-B Now makes sure those substitutions don’t have to happen anymore.”
