San Antonio, Texas-based retailer H-E-B decided to use a little trickery in order to get its prepared foods and In The Kitchen content series noticed recently at the South by Southwest festival in Austin, Texas.
The company invited 85 media members, influencers and foodies to Hotel Saint Cecilia last Friday night for a tasting from a fictitious ITK Restaurant Group. Instead, guests were served a six-course dinner from H-E-B chefs, featuring dishes like black garlic winter squash risotto and ginger halibut ceviche.
The H-E-B chefs unveiled the surprise as the meal neared its completion. H-E-B chief merchant officer Martin Otto addressed attendees as team members carried out H-E-B shopping baskets filled with ingredients used throughout the meal.
“We leveraged this dining surprise as an opportunity to showcase our amazing quality and assortment of ingredients and the culinary expertise within H-E-B,” Otto says. “Through this unveiling, we wanted to demonstrate anyone can host this same culinary experience at home with access to the extraordinary ingredients and services from H-E-B.”