H–E–B at Mueller

Since the day we opened the doors to our firm, we have served as a public relations agency for H–E–B. Our relationship with this 109–year–old Texas brand spans more than nine years and we have worked on local, regional and statewide campaigns including product launches, store openings, environmental initiatives, community relations and even the launch of entirely new store concepts. All of this experience came together when H–E–B asked us to open the new H–E–B at Mueller in July of 2013.

The Mueller neighborhood in Austin is a national model for new urbanism design principals and when H–E–B was selected as the grocery store to serve the neighborhood, the store design took years to plan. The store would feature numerous environmental innovations, serve as the company’s test store for environmental sustainability, and introduce a new H–E–B restaurant concept—Cafe Mueller. It was the single–most anticipated new H–E–B store in Central Texas in years, and we spent a year planning the PR and community outreach campaign to introduce the store.

Our work included neighborhood meetings on store design; pre–opening store tours with environmental leaders, neighborhood leaders and elected officials; grand opening publicity; social media exposure; and a food media and blogger event to introduce the new Cafe Mueller. We secured multiple preview and grand opening stories in all major Austin media, online and in social media. And when the dust settled, as multiple people in Austin told us, our efforts made it impossible not to see, hear or read about the new H–E–B at Mueller.

Publicity, Community Engagement, Messaging