The campaign is mainly based on 2 daily live broadcasted TV spots from 10 different stores:-Live Commercial 1:The consumer is challenged to find lower prices elsewhere. If they can prove that the product's cheaper from Jumbo's competitor, Jumbo returns 20 times the money difference - Jumbo's promise.-Live Commercial 2 (2 hours later):the presenter announces if the challenge has been met. During the 10 day campaign, only 1 person showed up.

In an extremely cluttered media,this campaign had impressive results:-90.9% coverage;16.1 contacts on average-TV ads reached 14%, in a segment where 58% of ads have less than 1% effective recall-In the first week,more than 7 million Portuguese viewed it -Increase in sales and clients of more than 5%