H-E-B recently launched a beefy campaign to promote a favorite summertime food: hamburgers.In stores, the first-time promotion encompassed multiple P-O-P materials including ceiling banners and header signs touting the "Burger Bash." The signage outfitted displays cross-merchandising ground beef and a supporting cast of private-label buns, condiments, charcoal and other related items. The collateral employed an "Everything Under the Bun" slogan and touted the promotion's June 8-21 duration; some of the signs were in Spanish.Boston Beer Co.'s Samuel Adams and Angry Orchard earned a spotlight within the campaign. The brands' logos were depicted on a Burger Bash ceiling banner positioned above a picnic vignette that included case stacks of the beer and cider.H-E-B also did not miss a chance to boast of its connection to Lone Star shoppers: the vignettes included floorstands merchandising hamburger buns presented as "fresh from our Texas ovens."The retailer additionally incorporated its "Primo Picks" and "Meal Deals" program into the campaign, touting deals on circular rack signs and cooler endcaps headers.Online, a Burger Bash page within heb.com offered links to various burger-related content, including:topping ideaschip and burger pairingsmeatless burger recipesH-E-B’s burger selectiona “What kind of burger are you?” quiz a tutorial video on how to make the perfect pattyA TV spot starring the National Football League’s Houston Texans all-pro JJ Watt also showcased H-E-B’s Prime One burgers. (See below.)H-E-B’s Facebook, Twitter, Pinterest and Instagram feeds plugged the promotion with burger-themed updates. A full-page interior feature in a June 15 circular supported by promoting H-E-B SKUs and touting BOGO offers on select condiments and buns.