Rob Kemps Takes Over as the New Face of Jumbo Supermarket Ads
After a thirteen-year run, Dutch actor Frank Lammers has stepped down as the primary advertising figure for Jumbo supermarkets. Comedian Rob Kemps, known as the artist behind Snollebollekes, will now be the face of Jumbo’s advertising campaigns, marking a significant shift in the supermarket chain’s marketing strategy.
A Long-Running Partnership Comes to an Complete
Frank Lammers began his association with Jumbo in 2013, becoming one of the longest-running and most recognizable advertising partnerships in the Netherlands. The commercials, which often depicted Lammers as a relatable family man navigating everyday life with humorous mishaps, resonated strongly with Dutch audiences [Source: World Today Journal]. He was affectionately known as the “huisvader” – the house father – of Jumbo.
Jumbo’s Shift in Marketing Strategy
Jumbo is pivoting towards a “positive” marketing approach and aiming for a more uplifting and optimistic tone in its future advertising [Source: World Today Journal]. The decision to move away from Lammers’ established image is part of a wider effort to appeal to a broader demographic. According to De Telegraaf, Jumbo is breaking with the “sullige huisvader” (slightly clumsy house father) image [Source: World Today Journal].
The New Face of Jumbo: Rob Kemps
Comedian Rob Kemps will take over the role, bringing a new energy to Jumbo’s advertising. Nu.nl confirms Kemps is the new face of the Jumbo commercials.
Farewell to the Lammers Family
Frank Lammers and Maike Meijer, along with their on-screen family – Tim de Jonge, Frida Heijmen, and Filip Popovic – are all departing from the Jumbo commercials after thirteen years [Source: RTL Boulevard]. The family’s commercials often focused on relatable family situations, and even featured appearances from other well-known Dutch personalities, including Max Verstappen and Yolanthe Cabau [Source: RTL Boulevard]. One notable commercial, “Helemaal Kerst met Jumbo,” won a Gouden Loeki award in 2017 [Source: RTL Boulevard].