Tono de Marca

Aspirational and quality-focused. The communication is professional, clean, and centered on the benefits of quality and variety, projecting trustworthiness and a premium feel without being purely discount-driven.

Valores de Marca

• •Quality and Freshness
• •Customer-Centricity
• •Corporate Social Responsibility
• •Innovation

Mejores Prácticas

• •Prioritize "Quality" in Messaging: Every piece of copy, from a product description to a social media post, should reinforce the idea of superior quality, freshness, and value. Avoid language that positions Jumbo as a discount-only retailer.
• •Maintain an Aspirational Yet Accessible Tone: Use language that inspires customers (e.g., creating great meals, enjoying family time) but remains clear and straightforward. The tone should feel elevated but not elitist.
• •Highlight the "Why" Behind the Product: Instead of just listing a product and its price, frame it within an experience. For example, instead of "Beef for sale," use "The perfect cut for your weekend barbecue."
• •Incorporate Social Responsibility Storytelling: Share stories about partnerships with local Colombian farmers and suppliers. This reinforces brand values of community support and trustworthiness, building a deeper connection with customers.
• •Ensure Visual and Textual Cohesion: All marketing materials should use high-quality, clean, and vibrant imagery that reflects the premium nature of the products. The visual identity must match the professional and quality-focused tone of the copy.

Percepción Social

Jumbo is generally perceived as a premium supermarket, emphasizing a higher-quality assortment of products, including imported goods and a superior fresh section. It is associated with variety, a pleasant shopping environment, and reliability for a complete shopping trip, with customers willing to pay for perceived higher quality and wider selection.

Ejemplos de Copy

• •La calidad que inspira tu mesa. Descubre la frescura de nuestra plaza de mercado en Jumbo.
• •Este fin de semana, celebra el sabor. Disfruta un 30% de descuento en nuestra selección de vinos y quesos importados. Calidad y momentos inolvidables, solo en Jumbo. #JumboTeInspira
• •Confía en la Calidad Jumbo: Ofertas exclusivas para ti esta semana.
• •¡Renovamos la experiencia de comprar! Visita el nuevo Jumbo Limonar en Cali y vive la frescura de un mercado americano con la calidad que ya conoces. Platos preparados, frutas y verduras de la mejor selección y mucho más. Tu mercado, a otro nivel.
• •Más que un supermercado, un mundo de posibilidades. Desde los ingredientes más frescos hasta lo último en tecnología, encuéntralo todo en un solo lugar. Jumbo, la calidad se nota.