• Country rapper Cowboy Troy will supply the soundtrack for H-E-B’s 2018 Super Bowl ad airing Sunday. Photo: Courtesy /H-E-B
Photo: Courtesy /H-E-B
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Country rapper Cowboy Troy will supply the soundtrack for H-E-B’s 2018 Super Bowl ad airing Sunday.
Country rapper Cowboy Troy will supply the soundtrack for H-E-B’s 2018 Super Bowl ad airing Sunday.
Photo: Courtesy /H-E-B
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Country rapper Cowboy Troy performs on top of an H-E-B truck in an ad that will air during Super Bowl LII on Feb. 4.
Country rapper Cowboy Troy performs on top of an H-E-B truck in an ad that will air during Super Bowl LII on Feb. 4.
Photo: Courtesy /H-E-B
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Two H-E-B employees travel around Texas searching for products for the company’s Primo Pick line in the company’s Super Bowl LII ad airing Feb. 4.
Two H-E-B employees travel around Texas searching for products for the company’s Primo Pick line in the company’s Super Bowl LII ad airing Feb. 4.
Photo: Courtesy /H-E-B
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A screengrab from H-E-B’s Super Bowl LII ad airing Feb. 4.
A screengrab from H-E-B’s Super Bowl LII ad airing Feb. 4.
Photo: Courtesy /H-E-B
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San Antonio supermarket chain H-E-B will be “on a mission” to seek out Texas-made goodies from “corn chips to queso” in next Sunday’s Super Bowl commercial with country rapper Cowboy Troy.

The Victoria-born songwriter lays down the soundtrack as a duo of H-E-B employees trek across Texas in a Toyota pickup truck in search of new entries for its Primo Picks brand of featured products. In the ad, they taste locally-sourced honey, sample goat cheese and deal with the heat of a spicy salsa as they journey to San Antonio, Austin, Houston, Corpus Christi and Waco.

“Like the Alamo, H-E-B’s on a mission,” Cowboy Troy raps in the 60-second ad. “Finding Texas treasures your life’s been missin.’”

The ad will kick off H-E-B’s six-week marketing campaign for the Primo Picks brand and its Quest for Texas Best contest to find new products to stock the line.

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