Slide presentation titled 'H-E-B Autonomous Delivery Robots' for an integrated marketing and branding assignment, with an image of a small autonomous delivery robot filled with groceries, branded with H-E-B logo, on a suburban street.

H-E-B Autonomous Delivery Robots

Texas A&M Mays Business School | MKTG 656 | Spring 2026

How we built a multi-channel go-to-market strategy to launch H-E-B's autonomous delivery robots and drive adoption across Central Texas communities.

The Challenge

H-E-B is one of the most trusted grocery brands in Texas — but launching autonomous delivery robots requires more than great technology. It requires educating customers, overcoming skepticism, and building new habits. Our team was tasked with developing a full integrated marketing and branding strategy to make that happen.

The Objective

H-E-B's autonomous delivery robots represented a major innovation in last-mile grocery delivery — a contactless, tip-free, tech-forward option that could expand H-E-B's omnichannel ecosystem and attract younger, tech-savvy customers. Our team's objective was to develop a complete integrated marketing strategy to launch the robots near college campuses, drive awareness and first-time trial, and build long-term repeat usage through a data-driven reinforcement strategy.

My Role

I served as Co-Lead Strategist for Group 11, co-directing the overall strategic framework and contributing across all three phases of the campaign — Awareness, Trial, and Reinforcement. I led the development of the promotional strategy, omnichannel integration framework, and KPI structure, while collaborating closely with teammates Madi Erwin and Lisa Wingo to deliver a cohesive, presentation-ready strategy.

Presentation slide titled 'Our Team' featuring photos of three team members: Cody Mackall, Madi Erwin, and Lisa Wingo, with their names below. The slide includes the group's name, class, and project number, along with their objectives for launching an autonomous grocery delivery service, including curbside pickup and campus delivery, and integrating into H-E-B's omnichannel strategy.

The Approach

PowerPoint slide titled 'Launch Phases Overview' with three-phase strategy: Awareness, Trial, Reinforcement; and a photo with an H.E.B. logo against a sunset background.

Our strategy was built around a single insight: autonomous delivery is only as successful as the trust customers place in it. To earn that trust, we designed a three-phase integrated marketing strategy — Awareness, Trial, and Reinforcement — that met customers where they were and moved them toward long-term adoption.

Each phase used a distinct mix of owned, paid, and earned channels — from in-store signage and app promotions to influencer partnerships, campus activations, and loyalty rewards — all designed to work together as part of H-E-B's broader omnichannel ecosystem.

Phase 1

Awareness

  • · App promotions
  • · Social media campaigns
  • · In-store signage & QR codes
  • · "See how it works" videos
  • · Local PR & influencer partnerships

Goal: Educate & Generate Interest

Phase 2

Trial

  • · Free or discounted first delivery
  • · Limited-time push notifications
  • · Neighborhood & campus demos
  • · Referral incentives
  • · University collaborations

Goal: Encourage First-Time Use

Phase 3

Reinforcement

  • · Loyalty rewards for repeat users
  • · Personalized promotions
  • · Retargeting ads
  • · Behavior-based push notifications
  • · Customer testimonials

Goal: Build Loyalty & Repeat Usage

Key Channels

  • · Favor App & My H-E-B App
  • · TikTok, Instagram & Facebook
  • · Email Marketing & Push Notifications
  • · In-Store Signage & QR Codes
  • · Influencer & PR Partnerships

Promotional Strategy

  • · Free first delivery incentive
  • · UGC contests & referral challenges
  • · Live "Robot Delivery Day" demos
  • · University & apartment partnerships
  • · Interactive pop-ups & campus events

The Outcome

The final strategy and presentation were delivered to faculty at Texas A&M's Mays Business School as part of the MKTG 656 Branding and Marketing Communications course. Our integrated approach demonstrated how H-E-B could leverage its existing omnichannel ecosystem — including the Favor app, My H-E-B app, and in-store touchpoints — to drive awareness, trial, and long-term adoption of autonomous delivery technology.

This project reflects the kind of strategic thinking I bring to every client at Veteran Vision Media — multi-channel, data-informed, and built around real consumer behavior.

3

Phase Strategy

13

Slide Presentation

H-E-B

Real Brand. Real Strategy.

What We Delivered

Slide titled 'H-E-B Autonomous Delivery Robots.' Features a picture of a small autonomous delivery robot filled with groceries, displaying the H-E-B logo and a small red flag. Presented by Cody Mackall, Madi Erwin, Lisa Wingo.

Deliverable 01

Three-Phase Launch Strategy

A full Awareness → Trial → Reinforcement campaign framework designed to drive adoption of H-E-B's autonomous delivery robots across Central Texas communities.

Deliverable 02

Integrated Channel & Promotional Strategy

A multi-channel marketing plan spanning owned, paid, and earned media — including app promotions, influencer partnerships, campus activations, and loyalty incentives.

Deliverable 03

KPI Framework & Omnichannel Fit Analysis

A data-driven measurement framework covering adoption metrics, retention KPIs, customer experience scores, and how autonomous delivery fits H-E-B's existing omnichannel ecosystem.

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