From Snack Aisles to Social Feeds: Jumbo’s Creator-Powered Success
Jumbo
Industry: Retail & FMCG
Campaign type: Product Launch Awareness
Content type: TikTok & Instagram short-form video (taste tests, product hauls, snack reviews)
About: Jumbo is one of the Netherlands’ largest and most beloved supermarket chains, known for its wide product selection, great value, plus strong local presence. With over 700 stores across the country, Jumbo has become a staple in Dutch daily life, offering everything from household essentials to unique, high-quality food products.
Brand goal: Jumbo wanted to introduce its new Worldwide Snacks range to a younger audience. The goal was to create awareness and spark curiosity through authentic, relatable creator content, highlighting the diversity of international flavors available in Jumbo stores (focusing on offline purchases in their physical stores and online sales as well through their webshop). By activating creators across the Netherlands, the campaign aimed to show that you don’t need to travel far to taste the world: it’s already waiting for you in the snack aisle and in the webshop.
Challenges:
Even for a household name like Jumbo, launching new product ranges came with challenges:
- Competing for attention on fast-moving, trend-driven platforms like TikTok and Instagram.
- Showcasing snacks in a way that felt fun and relatable, rather than overly promotional.
- Engaging younger audiences who don’t typically respond to traditional supermarket advertising.
- Ensuring consistent creator content across multiple products while keeping the tone authentic and spontaneous.
Balancing storytelling and performance while combining genuine content with measurable reach.
What we have done:
Barter supported Jumbo to launch a structured pilot campaign to experiement how creator content could drive awareness for its new Worldwide Snacks range:
- Creators received a snack box featuring international treats and were invited to share authentic taste-test reactions from home.
- Barter supported Jumbo and managed all creator sourcing, briefing and content approvals, while the top-performing videos were amplified using Spark Ads to reach a wider audience.
Barter handled full campaign management from start to finish, ensuring seamless creator communication and content consistency.
2,850,000+
total views
15
total collabs
~191,000
avg. views per video
high
engagement rate
The campaign generated strong engagement across both TikTok and Instagram, with impressive reach and a consistent flow of high-quality, authentic UGC.
What made it work:
Creators shared their real reactions and preferences, which made the campaign feel natural and relatable.
Each creator brief encouraged personality and real taste reactions (the kind of content that builds trust).
Insights from this experiement now inform future always-on campaigns for Jumbo’s snack range.
Barter’s UGC platform tools made creator selection, communication and approvals simple and scalable.
Click here to read more about how we streamline this whole operational process.
Final thoughts
Jumbo successfully connected with a younger audience and brought its Worldwide Snacks range to life in a fun, authentic way.
With nearly 3 million views and thousands of interactions, this pilot proved that real creators and real reactions are far more powerful than polished ads.
This pilot campaign proved that when creators tell the story, even a simple snack becomes something worth sharing.
👉 If your organization wants to drive awareness or behavior change through authentic, local creator content, Barter is ready to help.
Start empowering real communities with the stories that matter.
Corina Puscas
Content Marketing @Barter
