Rob Kemps Takes Over as the Face of Jumbo, Replacing Frank Lammers
Dutch singer Rob Kemps, known as the artist behind the popular Snollebollekes, is the new face of Jumbo supermarket’s advertising campaigns. He succeeds actor Frank Lammers, who has been the face of Jumbo for the past thirteen years.
A New Era for Jumbo Advertising
The change in advertising representation coincides with a broader shift for Jumbo, including a new slogan – “De JA van Jumbo” (The Yes of Jumbo) – and the introduction of a new value brand called ‘Goedkoopjes’ (Cheapies), offering lower prices on numerous house brand products Foodpersonality.nl.
Kemps’ Enthusiasm for the Role
Kemps expressed his excitement about the opportunity, stating he didn’t hesitate to accept the role. He has already begun filming commercials for the supermarket chain. “I really enjoy it, I’ve already had a few days of shooting and I think it’s great,” he said Omroep Brabant. He feels honored to take over from Lammers and Maike Meijer, whose portrayal of a fictional family in Jumbo commercials has been described as “iconic.”
Jumbo’s Strategic Shift
Jumbo CEO Jesper Højer stated that the change reflects a new phase for the company, aiming to better communicate its values and customer focus Foodpersonality.nl. Kemps will be positioned as “the happiest customer in the Netherlands” in the new campaigns.
Kemps’ Farewell to Snollebollekes Shows
The announcement comes as Kemps prepares to conclude his Snollebollekes stadium shows this weekend, March 21st and 22nd, at the Gelredome, after 16 performances and 450,000 fans Omroep Brabant. He indicated that he is looking forward to new adventures following the conclusion of the tour.
Turbulent Times at Jumbo
The change in marketing strategy occurs during a period of transition for Jumbo, with a new CEO, Jesper Højer, taking over in January 2026, following the departure of Ton van Veen in early 2025 DGKI. The supermarket has too experienced a decline in market share and a recent separation from its purchasing organization DGKI.