Netherlands supermarket chain Jumbo has launched its 2026 summer campaign, “Tastes Like a Holiday”, aiming to encourage customers to recreate holiday-inspired meals and experiences at home through seasonal products, promotions and in-store activities.
Running throughout the summer holiday period, the campaign highlights a range of seasonal grocery products, including an award-winning pinsa caprese and summer fruit offers, while reinforcing the retailer’s updated brand positioning introduced earlier this year.
Rather than focusing on overseas travel, the campaign encourages shoppers to enjoy summer at local campsites, in their gardens or on their balconies, with food positioned at the centre of those occasions.
As part of the promotion, customers spending €35 or more will receive a free product each week during the campaign. The weekly giveaways include products from well-known household brands such as Ariel laundry detergent and Dove bath and shower products.
Jumbo is also introducing a new reusable summer shopping bag. The transparent yellow bag will be available in stores from the first week of August for €2.50 while stocks last. The retailer says the bag is designed for grocery shopping as well as trips to the beach or park.
The campaign is supported by a nationwide marketing programme across television, online channels, radio and social media. Three television commercials feature Dutch television personality Rob Kemps and his family, with each advert centred around a different summer-inspired Jumbo food product.
The campaign will also be reflected throughout Jumbo stores with seasonal merchandising and promotional displays designed to showcase the summer assortment.
The initiative continues Jumbo’s refreshed brand strategy launched in March, with the retailer placing greater emphasis on affordable food inspiration and seasonal shopping occasions.
Jumbo’s latest campaign reflects how supermarkets are increasingly using seasonal marketing, exclusive promotions and meal inspiration to drive customer engagement during key trading periods while reinforcing brand positioning in a highly competitive grocery market.
What happens next?
The summer campaign will continue throughout the holiday season, with new weekly promotional products and in-store activations. Jumbo is expected to maintain a strong focus on seasonal ranges and value-led campaigns as Dutch supermarkets compete for consumer spending during the summer months.
