TMG Gets Jumbo Tour Campaign Off to a Flying Start

Who: Jumbo
What: Limited Edition Retro Cycling Jersey
Objective: Draw attention to the Jumbo Tour de France promotion
Target audience: Supermarket customers

Buzz on social media

Uproar in cycling-loving Netherlands: Joop Zoetemelk puts his yellow jersey up for sale on Marktplaats ‘due to lack of closet space’. The item is picked up by all major news sites in the Netherlands. The item is covered the same night by RTL Late Night and NOS Radio Langs de Lijn calls up the former cyclist. The advertisement has been viewed almost 64,000 times at that point and is creating a major buzz on social media. This buzz intensifies even further due to an exclusive GeenStijl TV report: GSTV reporter René van Leeuwen manages to acquire Joop Zoetemelk’s yellow jersey by taking a quickly planned road trip.

Reach of over 3.5 Million people

The GSTV video has been viewed over 450,000 times and attains a gross reach of 3.5 million Dutch citizens. A tremendously successful start to the Jumbo Campaign in which the viral concerning Joop Zoetemelk plays a prominent role. Jumbo supermarket customers can save for a Limited Edition Retro Jersey based on the yellow jersey awarded to Zoetemelk in 1980 for his first place Tour de France win.

GeenStijl, Dumpert, Sp!, Telesport, VROUW, Metro en Upcoming

In the campaign’s follow-up, a concept developed by Crossmedia-lab (TMG Landelijke Media’s Commerce department), several TMG titles are used. In Telesport the Dutch former Yellow Jersey wearers are portrayed. Furthermore, Jumbo sponsors the daily rankings in Telesport during the Tour de France. VROUW, Metro and Upcoming give the campaign an extra boost during a number of weeks.


Joop Zoetemelk’s Marktplaats advertisement was viewed almost 64,000 times and created a major buzz on social media. The exclusive GSTV reporting was viewed over 450,000 times and attained a gross reach of 3.5 million Dutch citizens. In short, a tremendously successful kick-off to the Jumbo Campaign.

11 Dec
Home Advertisers TMG Gets Jumbo Tour Campaign Off to a Flying Start
To the top