H-E-B officially kicked off the holiday season at Travis Park with the 38th annual Christmas Tree Lighting on Friday, November 25, 2022. The San Antonio-based grocer has teamed up with the King of Country, singer-songwriter George Strait, for its 2025 holiday commercials. (Chris Stokes for MySA)
Texans’ favorite grocer is teaming up with the “King of Country” to spread some extra cheer this holiday season.
H-E-B unveiled earlier this month its latest roundup of holiday-themed commercials featuring vocals from a homegrown country singer Texans know and love. Within the multi-part ad series, entitled “The Heart of Texas Holidays,” the commercials feature a little boy adding a carrot nose to a snowman-themed bale of hay, as well as one of Texans making tamales and frying a turkey as part of their holiday time festivities.
Throughout both ads, George Strait’s “When It’s Christmas Time in Texas” is heard crooning in the background. The 1986 holiday classic, released as part of Strait’s Christmas album, Merry Christmas Strait to You!, has become an integral theme track to holiday celebrations in and beyond the Lone Star State.
It’s by no means the first time Strait and H-E-B have collaborated for a truly Texas-sized commercial opportunity. The San Antonio-based grocer employed the help of King George as part of the grocery store’s 2022 Super Bowl ad. That space-themed ad, named “Mission Critical,” featured Strait receiving an H-E-B delivery order – marked as “for George” – while on a spaceship moments away from take-off. Strait accepted the delivery while donning a spacesuit and, of course, a classic black cowboy hat.
“Right on time, thanks partner,” Strait quips to the H-E-B employee.
