Brand Tone

Aspirational and quality-focused, yet accessible. Professional, customer-oriented, blending high-quality product promises with promotional language, aiming for trust, sensory satisfaction, and a modern, dynamic shopping experience.

Brand Values

• •Quality and Freshness
• •Variety and Selection
• •Customer Experience and Service
• •Corporate Social Responsibility

Best Practices

• •Lead with Quality and Freshness: Always anchor the brand message in the core values of superior quality and freshness. Use evocative, sensory language (e.g., "crisp," "vibrant," "delicious," "aromatic") to describe food products.
• •Balance Aspiration with Value: Combine the premium feel of the brand with clear and tangible benefits for the customer, such as special offers, loyalty points, and convenience. The tone should feel elevated but not exclusive.
• •Highlight Variety and the "One-Stop Shop" Advantage: Consistently remind customers of the breadth of Jumbo's catalog. Create copy that seamlessly connects different product categories (e.g., "Plan your dinner and movie night—from fresh salmon to the latest 4K TV").
• •Maintain a Customer-Centric Voice: Frame all communication from the customer's perspective. Focus on how Jumbo's products and services solve their problems, enhance their lifestyle, or make their lives easier. Use phrases like "for you," "your home," and "your family."
• •Incorporate the Brand's Social and Local Commitment: Weave in narratives about supporting local producers and community initiatives. This adds a layer of purpose and trust to the brand, differentiating it from competitors focused solely on price.

Social Perception

Generally positive. Perceived as having a vast product selection (especially international goods), clean, organized, modern, and well-stocked stores. Criticisms include slow service (cashiers), higher prices (especially for imports), and association with wealthier areas.

Copy Examples

• •The taste of trust. Our "Ojos Cerrados" promise means you can feel the quality in every choice. From the freshest local produce to the perfect wine pairing, your senses will thank you. What flavors are you dreaming of this weekend? #JumboTeDaMás #Calidad #OjosCerrados
• •Quality for your home, value for your family. Discover thousands of products, from fresh ingredients to the latest technology, all in one place. Shop now and enjoy delivery to your door.
• •Your purchases, rewarded. With every shop at Jumbo, you earn Puntos Cencosud. More points, more savings, more of what you love. Sign up today and turn your groceries into incredible rewards.
• •A world of flavor, delivered to you. Craving authentic Italian pasta or fine French cheese? Explore our exclusive selection of imported goods and bring the world's best tastes to your table. #SaborDelMundo #JumboGourmet
• •Quality begins at the source. We're proud to partner with over 90% of our suppliers from right here in Colombia, supporting local farmers and small businesses. When you choose Jumbo, you choose to invest in our communities. #HechoEnColombia #ApoyoLocal