Favor and H-E-B Now Transform Texan Dinner Disasters Into Delicious Saves

​Favor Delivery, the only delivery app by and for Texans, has made it easier than ever for Texans to order in, especially when it comes to getting last-minute grocery essentials in a pinch. Through the Favor app’s enhanced H-E-B Now offering, Texans can now access H-E-B’s full in-store selection of groceries, specialty foods and household items, delivered in as little as 45 minutes.

To support its enhanced H-E-B Now offering, Favor has launched a playful new campaign that draws off an all-too-relatable Texan experience: you’ve got everything set, only to realise you’re missing that one key item that you can only get from H-E-B. Thankfully for Texans in a bind, there’s Favor – complete with H-E-B Now. With H-E-B Now, Texans will never fall short on ingredients again; whether it’s more salsa to top off the dips or extra tortillas for their tacos.

The campaign, which continues Favor’s tradition of playing into Texas’ funniest local truths, was created in partnership with global creative agency Preacher and director Ryan Ebner, of ArtClass. The spot’s anthem 3 Doors Down rock hit ‘Here Without You’ echoes the sentiment of longing that comes with not having your favourite foods and ingredients from H-E-B. It marks the latest work under Favor’s wildly successful ‘How Texas Orders In’ platform which first launched in 2023.

The ads will run on broadcast, CTV and digital throughout the football and holiday seasons in major Texas markets including Greater Austin, Houston, Corpus Christi, San Antonio and Rio Grande Valley.

“We’ve all been there—everything’s ready, and you realise you’re out of the one thing you need most. That’s the feeling these new spots capture and exactly what H‑E‑B Now on Favor is made for: those last-minute moments when you’re missing an essential. As Texans, we know just how much those H‑E‑B butter tortillas matter and what a relief it is when you don’t have to step away, scramble or settle for anything less,” said Sarah Aitken, Favor's SVP of marketing.

H-E-B Now debuted on the Favor app in 2024 with a curated selection of H-E-B’s most popular products available for quick delivery. Due to its growing popularity, Favor quickly expanded the service to include H-E-B’s full in-store assortment–groceries, specialty foods and everyday essentials–and now features enhanced tools like shop-by-aisle browsing, curated seasonal categories and a “Buy it again” option for quick reorders.

“In Texas, there are certain household staples and beloved dishes that you simply don’t mess with. We decided that breaking those rules was the perfect way to highlight the humour and heartbreak of improvising in the kitchen with less-than-ideal ingredients. What we discovered is that there’s something surprisingly entertaining about showcasing food choices that feel so wrong. Thankfully, with Favor and H-E-B Now, those desperate moments no longer have to lead to desperate food swaps,” said Mills Adams, associate creative director.