Jumbo Reveals: 80+ Fresh Pastry Varieties and the Taste of Innovation
Veghel, vrijdag, 6 juni 2025.
Jumbo launches an ambitious marketing campaign ‘The Tastiest Bakery in the Netherlands’ that shakes up the bakery sector. With over eighty daily fresh pastry varieties, the supermarket chain positions itself as a market leader in freshness and assortment. The campaign introduces innovative products like Danish cinnamon rolls and pistachio croissants, developed by their own Food Chefs. Through a multimedia approach – television, radio, social media, and in-store communication – Jumbo aims to demonstrate that they offer more than just bread: they deliver a complete baking experience. Notably, their deliberate choice of gelatin-free products responds to current consumer preferences. The campaign promises not just products, but a freshness guarantee that will appeal to customers.
Jumbo’s Bakery Strategy
Jumbo presents an ambitious marketing campaign ‘The Tastiest Bakery in the Netherlands’, where the supermarket chain explicitly positions itself as a market leader in fresh bread and pastries. The campaign emphasises the unique offering of over eighty daily fresh pastry varieties, positioning Jumbo as a leading player in the Dutch food retail market [1][2].
Innovative Product Introductions
During the campaign, Jumbo introduces a range of innovative bakery products, developed by their own Food Chefs. The assortment includes Danish cinnamon rolls, organic baguettes, a summer barbecue crumble tart, and a refined pistachio croissant [3]. These products are specifically created to surprise customers and differentiate from competitors.
Multimedia Campaign Approach
The marketing campaign is broadly deployed across various communication channels, including television, radio, social media, print, outdoor communication, and in-store promotions. The well-known Jumbo family plays a central role in the advertising campaign, which increases recognisability and attractiveness [4].
Quality and Distinctive Value
Jumbo emphasises not only freshness but also quality. Various products have been awarded by independent bodies such as the Consumers’ Association and the Superior Taste Award [5]. Moreover, Jumbo makes a conscious choice to keep all confectionery products free from animal gelatin, aligning with contemporary consumer preferences.