To commemorate the San Antonio Spurs 2007 NBA Championship and leverage HEB's status as "Official Grocery Partner" of the team, HEB Stores turned to Upper Deck Premiums to develop an exclusive trading card sheet continuity program. The three-week promotion was designed to increase foot traffic, generate profits from the sale of the card sheets, and recognize the Spurs for their stellar accomplishment.
Each week of the promotion, a different card sheet was released, allowing consumers to collect the entire team and coaching staff on three card sheets. Each sheet featured eight players with the middle card on each sheet calling out "2007 NBA Champions."
Card sheets were displayed in a shelf-top POS at or near acash register in roughly 100 HEB stores in the San Antonio area.
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