Each year, H-E-B embarks on a mission to find some of the most unique and creative products made in the Lone Star State as part of the H-E-B Primo Picks Quest for Texas Best. To kick off the fifth annual competition, Texas country music star Cowboy Troy will rhyme his way through this year’s travel-filled H-E-B Big Game commercial, taking viewers from Luckenbach to the Riverwalk in search of Texas treasures.

H-E-B Primo Picks are one-of-a-kind Texas-made products featured exclusively at H-E-B stores with new offerings added each month. More than 9,000 Primo Picks are available in H-E-B stores, and, of those, over 240 products were previous H-E-B Quest for Texas Best submissions.

Since H-E-B’s Quest for Texas Best competition launched in 2014, H-E-B has received more than 2,000 original entries from small towns and big cities across the Lone Star State. Hundreds more are expected this year and, in August, the field will be whittled down to 25 contestants who will compete for cash prizes and placement on H-E-B store shelves. To celebrate the fifth anniversary, this year’s grand prize winner also will receive $25,000 and a brand-new Toyota Tundra.

Entrepreneurs interested in entering the competition can apply at HEB.com/quest from Feb. 4 – Mar. 18.

“At H-E-B, we’re committed to searching every inch of the Lone Star State to find the finest, most unique items that showcase the flavors of Texas,” said Cory Basso, H-E-B Group Vice President of Marketing and Advertising. “We’re on a mission, and Cowboy Troy’s hip hop-country tunes provide a great backdrop for our Quest for Texas Best.”

In San Antonio, the 30-second commercial will broadcast between the game’s third and fourth quarters, and the minute-long version will air during halftime. In other key Texas markets, the 60-second spot will show between the game’s third and fourth quarters. The commercial will air throughout February.