H-E-B went back to the Walt Disney Co. well for this year’s “Back to School: Solved” campaign, this time tapping Disney Channel’s Brec Bassinger to lead the effort.Star of Disney’s Bell and the Bulldogs, Bassinger add star power to TV spots (see videos below), in-store signage, social media activity and carousel ads on heb.com to plug a back-to-school sweepstakes. A Spanish-language TV spot is also part of the effort.In a promotional video on heb.com/sweeps, Bassinger invites consumers to register for a chance to win one grand-prize $2,500 store gift card, along with an additional $2,500 for the winner’s school and a trip for six to meet Bassinger.The sweeps also awards one first-prize $500 store gift card, one second-prize $250 store card, and one “$100 back to school bundle.” Shoppers enter on the promotional page from Aug. 1-28 by submitting their Facebook or Twitter information. Southfield, MI-based HelloWorld Inc. handles.All entrants receive an email with a code redeemable online for 20% off select back-to-school items. Marketing support for the sweeps also includes email ads.The Texas grocer used a similar strategy in 2013, when it enlisted Disney Channel star China Anne McClain for its back-to-school campaign.In additional activity, an online “back to school guide” microsite within heb.com offers:Recipes for “kid friendly lunches”Snack ideasHomework tipsLocker decorHow to pack a lunch boxBreakfast to goSchool survival kitsBeauty essentialsButtons on the side of heb.com also promise shoppers $6 in savings with purchase of a lunchbox or backpack online. As part of the effort, H-E-B is offering free shipping on all orders of at least $50 with a promo code found on the microsite.Features in H-E-B’s Aug. 10 circular advertised school-related private-label and national-brand SKUs, and promised savings with in-store purchases of any backpack.In the aisles, ceiling signs depicting Bassinger direct shoppers to school supplies. Newell Rubbermaid's Sharpie, PaperMate and Expo, and Unilever’s Dove and Suave earn prominent secondary merchandising space with back-to-school-themed pallet displays.