H-E-B tied in to the start of baseball season by shining a spotlight on sandwiches.From April 26 to May 9, the retailer offered in-store coupons and BOGO deals on private label sandwich staples such as lunchmeat and cheese, spreads and condiments, and Hill Country and Essential Grains bread, while also roping in extras like chips, and breakfast and ice cream sandwiches.H-E-B united the effort under a lead “Grand Slam Sandwiches” message. In stores, P-O-P materials including header cards and stanchion signs invited shoppers to “batter up for yummy” and “step up to the plate” while directing them online for recipes.A chalkboard positioned above a cooler stocking fresh hummus furthered the baseball theme with a drawn-on scoreboard. Nearby table displays merchandised Whataburger mayo and mustard, and store brand pickles.April 26 and May 3 circular features mainly plugged private-label food items but Unilever’s Hellmann’s and accessories including H-E-B Texas Tough sandwich bags and Cocinaware grill pans also received mention.Online, a home page display ad linked to a landing page hosting sandwich and Mexican-style torta recipes and a video from the retailer’s “In the Kitchen with H-E-B” series demonstrating how to make kid-friendly sandwiches with H-E-B Bare Bread.Facebook and Twitter updates, 10-second TV spots, and display and banner ads on websites such as topsecretrecipes.com supported.H-E-B has staged similar sandwich-focused campaigns dating back to 2013 under various themes.