Jumbo – Clumsy cooking

Clumsy Cooking is the most honest cooking show, especially created for millennials & GenZ.

Jumbo is the 2^nd largest supermarket chain in the Netherlands. To inspire customers to cook healthier and more varied, Jumbo creates a lot of content throughout the year. But while digging into the numbers, Jumbo discovered that most food related content reaches only a small part of their audience, mainly foodies and moms between 30 and 45.

To reach a whole new and important demographic Jumbo created Clumsy Cooking. An honest cooking show especially created for GenZ’s and millennials. Creator Daan represents the convenience oriented youngsters, while his best friend and chef, creator Tobias, teaches him how to get skilled in the kitchen. Sometimes Daan’s results aren’t as good as hoped for, sometimes the results are beyond expectation. The honesty and some behind the scenes looks make Clumsy Cooking the most popular cooking show on YouTube driving the new audience straight to Jumbo.