HE-B’s in-house delivery service, Favor, is entering the ultra-fast delivery business.

Favor Delivery launched HEB Now on Friday, promising delivery of up to 15 items in 45 minutes or less with no delivery or service fees on orders over $25 through the end of the year.

Shoppers at Texas-based HEB can access HEB Now through the Favor app.

“This new service underscores our commitment to spreading Texas hospitality throughout our home state by providing Texans with a quick and convenient way to meet their last-minute grocery needs at their favorite HEB grocer,” said Chris Rogge, senior director of brand and creative at Favor, in a statement.

HEB worked with its advertising agency, Preacher, on a marketing campaign to promote HEB Now across television, digital and social media. The “playful” campaign features a fast-talking Texan who pops up in various everyday moments to tell shoppers what they can order through the Favor app.

“With HEB Now offering so many more delivery options, we needed to create a character that could appropriately convey such an increase in inventory (and do so with true Texas flair) while also making the item listing compelling,” said Jacob Neuenswander, lead copywriter at Preacher. “That’s where our fast-talking Texan comes in – inspired by modern-day auctioneers – who loves nothing more than surprising hungry folks in everyday situations, like a game day party or a pickleball match. Now we have this unforgettable character rambling about avocado toast while shooting no-look winners over the net, and it’s just a blast to watch.”

HEB purchased Favor in 2018, five years after its founding. Favor now operates in over 400 cities in Texas and employs more than 100,000 drivers who have delivered more than 90 million orders to date.