When Jumbo was opening a new store in Belgium in the city of Lier, they stumbled on a big problem. The terrain that was acquired to open the new store, was the very same place as the iconic night club La Rocca and had to be demolished.
So Jumbo had to win back the hearts of the local community and that's why we launched “Get Your Part of the Legend’. We turned 450 bricks of the iconic club into 450 relics. Instead of being seen as part of the problem, we chose to be part of the legend of La Rocca. By honoring the club, its fans and its legacy, Jumbo succeeded to change its negative perception into a positive story.