Brand Tone

Aspirational and quality-focused, yet accessible. The communication aims to be impactful and dynamic, mixing promotional and direct messaging. It is modern and engaging, highlighting enjoyment, freshness, trust, and the core message that "Quality doesn't cost more."

Brand Values

• •Quality and Freshness
• •Variety and a Global Offering
• •Customer Experience and Service
• •Value for Money

Best Practices

• •Always Lead with Quality and Freshness: Every piece of copy, from a social media post to a product description, should reinforce the core message of superior quality and freshness. Use sensory and evocative words like "fresco," "recién horneado," "sabor intenso," "calidad superior."
• •Balance Aspiration with Accessibility: While the tone is aspirational, it should never feel exclusive. Always pair messages of high quality with the brand's value proposition: "La calidad no cuesta más." Highlight promotions, the Cencosud points system, and special offers to make the premium experience feel attainable.
• •Use the "Trust" Framework: Build on the "Ojos Cerrados" campaign concept. Frame purchasing at Jumbo not just as a transaction, but as an act of confidence. Use phrases like "Elige con confianza," "Sabemos lo que te gusta," and "La calidad que ya conoces."
• •Highlight Variety and Discovery: Position Jumbo as a place for culinary exploration. Create copy that encourages customers to try new things, discover imported products, and elevate their everyday meals. Use headlines like "Sabores del Mundo en tu Mesa" or "El Ingrediente Secreto para tu Próxima Receta."
• •Maintain a Consistent Voice Across All Channels: The modern, clean, and quality-focused tone seen in digital campaigns and on the website must be reflected in all customer touchpoints—from in-store signage and employee interactions to social media responses and email newsletters. This ensures a cohesive and trustworthy brand identity.

Social Perception

Generally positive, customers associate the brand with quality, wide selection, and a clean, organized shopping environment. Perceived as a more premium option offering international and gourmet products, often located in wealthier areas. Criticized for higher prices and occasional slow checkout service.

Copy Examples

• •Calidad que se siente, frescura que se vive. En Jumbo, eliges con los ojos cerrados porque confías en lo mejor.
• •Transforma una cena común en una experiencia gourmet. Con nuestra selección de quesos y carnes maduradas Cuisine & Co, cada bocado es un viaje. ¿Cuál es tu combinación perfecta? #JumboTeDaMás #SaborSuperior
• •Calidad excepcional, precios que no esperabas. Hola [Nombre], en Jumbo creemos que no tienes que elegir entre calidad y ahorro. Descubre nuestras Jumbofertas de la semana y llena tu carrito con la frescura y variedad que te encantan, a precios increíbles. Porque la calidad no cuesta más.
• •Horneado aquí, para disfrutar en tu casa. El pan de cada día, con la calidad de siempre.
• •Más que un supermercado. Renueva tu hogar y tu tecnología con la confianza y el respaldo que solo Jumbo te puede dar. Compra hoy y paga en hasta 12 cuotas sin interés.