H-E-B Teases New Super Bowl 2026 Commercial

The Texas grocery chain will continue its 20-year streak of Super Bowl ads with a 60-second spot focused on its popular tortillas.

Published on Feb. 4, 2026

Got story updates? Submit your updates here. ›

H-E-B, the popular Texas grocery chain, has teased details about its new Super Bowl 2026 commercial that will air during the third and fourth quarters of the big game on Sunday. The 60-second ad will feature the "coveted H-E-B tortilla" and a baby with big eyes eyeing the floury goodness, according to the ad agency Plot Twist Creative. Viewers should also listen for a Texan celebrity voiceover.

Why it matters

H-E-B has become known for its creative and memorable Super Bowl commercials over the past two decades, establishing the brand as a beloved Texas icon. The new ad continues this tradition and will likely generate buzz and discussion around the company's products and identity.

The details

H-E-B's new Super Bowl 2026 commercial will air during the third and fourth quarters of the game on Sunday, February 4, 2026. The 60-second spot was created by Plot Twist Creative and will focus on H-E-B's popular tortillas, featuring a baby with big eyes eyeing the floury goodness. The ad is also expected to include a Texan celebrity voiceover.

  • The Super Bowl 2026 will take place on Sunday, February 4, 2026.
  • H-E-B's 60-second commercial will air during the third and fourth quarters of the game.

The players

H-E-B

A popular Texas grocery chain known for its creative and memorable Super Bowl commercials over the past two decades.

Plot Twist Creative

The advertising agency that created H-E-B's new Super Bowl 2026 commercial.

Got photos? Submit your photos here. ›

What they’re saying

“The ad will focus on "the coveted H-E-B tortilla" and that every Texan can sympathize with such a craving "no matter their age," a likely nod to the baby in the ad with eyes on that floury goodness.”

— Plot Twist Creative, Ad Agency (expressnews.com)

“Viewers should keep their ears peeled for a Texan celebrity voiceover.”

— Plot Twist Creative, Ad Agency (expressnews.com)

What’s next

Viewers will have to tune in to the Super Bowl 2026 on Sunday, February 4, 2026 to see H-E-B's new 60-second commercial and hear the Texan celebrity voiceover.

The takeaway

H-E-B's new Super Bowl 2026 commercial continues the company's tradition of creating buzz-worthy and memorable ads that celebrate its Texas roots and popular products, like its beloved tortillas.