super in de markt

With Carnaval rooted in Jumbo's DNA, we decided to go all in for 2026.

Together with carnaval artist Gullie, we wrote and released a full-on carnavalskraker: Super In De Markt. A music video starring three beloved Brabant influencers (Sarcasper, De Frikandellenkoningin & Jip Kraak), social content across owned– and influencer channels, limited edition patches in every Jumbo in the south of the Netherlands, and Gullie performing live across 30 stages throughout the Carnaval week.

The music video racked up 250K+ organic YouTube views and 100K+ Spotify streams without a single paid push behind the song. Millions of social impressions later, one thing was clear: if you commit fully to the culture, the culture commits back.