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From the 15th Annual Shorty Awards

H-E-B's Be the Change: Supplier Spotlight Videos

Finalist in Storytelling

Entered in Branded Series, Social Good Campaign


H-E-B serves all Texans. The brand was founded on the unwavering belief that each and every person counts. Embracing our differences and treating all people with dignity and respect is at the core of what unites us.

H-E-B's Be the Change initiative began in 2021 with a mission to enhance the grocer’s support towards diverse education, equity and inclusion across Texas. Be the Change is a commitment to be a better employer, retailer and community partner through REAL change. To amplify diverse voices and reflect the communities H-E-B serves, Supplier Spotlight was born. The video series highlights underrepresented groups that supply H-E-B and Texas with beloved products.

H-E-B had one goal—share supplier stories with a genuine voice, their voice, in order to bring awareness to their products, journeys, and successes to celebrate diversity and encourage other underrepresented voices to follow their dreams. 

Strategy and Execution

In conjunction with Black History Month, Women's History Month, Asian American Pacific Islander Heritage Month and Hispanic Heritage Month, the Supplier Spotlight videos featured personal stories, reflective of their ups and downs, culture and further dreams.

For each video, the public affairs team built a relationship with the supplier. The team took an intimate look into the journeys of each supplier, from their heritage to their business story. In order to create an authentic story, H-E-B contracted diverse production teams that shared a similar heritage as the supplier to further exemplify the infinite, creative possibilities provided through representation. Each supplier participated in 12+ hour shoot, inclusive of their family and friends, with no formal scripts for an honest and beautiful depiction of themselves. The biggest challenge H-E-B faced was how to tell the incredible stories in just a few minutes!


H-E-B’s Be the Change Supplier Spotlight videos were shared across various social media platforms for organic brand love and supported with a YouTube media placement. The video series earned up to 2.6 million views per video, with the lowest viewership on an individual video measuring at a whopping million views. The targeted YouTube buys were served to Texans as skippable ads and, yet, maintained a high average percentage view rate, ranging from 72% - 81%. All suppliers reported an increase in sales after their story went live—with incredible community support and response. For example, Mama Tangs developed a partnership with a local restaurant after their video was shared amongst the Houston community. As a Texas brand, H-E-B loves to see the impact of sharing diverse stories that reflect underrepresent customers, partners, and community groups. The Be the Change Supplier Stories by H-E-B, as a series, is a beautiful initiative showcasing the continuous commitment towards a more inclusive Texas.


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