Woowa Brothers, which operates Baemin, said on the 6th that it signed a memorandum of understanding (MOU) with BR Korea, which operates Baskin-Robbins, for a "strategic business partnership to strengthen digital business competitiveness."
The signing ceremony, held at the Woowa Brothers headquarters in Songpa-gu, Seoul, was attended by Yoon Moon-geon, head of commerce marketing at Baskin-Robbins, and Kim Ji-hoon, head of business at Woowa Brothers, among others.
Through this agreement, the two companies will collaborate in various areas, including: ▲ providing Baemin Club-exclusive benefits ▲ launching Baemin-exclusive new products ▲ promoting joint promotional marketing campaigns ▲ social contribution partnerships.
First, the two companies plan to regularly offer Baskin-Robbins specialized benefits to Baemin Club members, Baemin's subscription membership, to boost customer loyalty.
They will also launch a new product sold only on Baemin. "Sweet-and-salty Pop Pop Choco Beach," jointly planned by Baemin and Baskin-Robbins, will be sold exclusively on Baemin and at Baskin-Robbins stores starting on the 10th.
This month, they will also introduce a limited-edition reusable container good, "Lucky-bite Container," reflecting the individuality of both brands, expanding collaboration synergies between the brands, the two companies said.
Along with this, Baemin will participate as a partner in Baskin-Robbins' "Gray-flavor Contest" to maximize marketing impact. The Gray-flavor Contest is Baskin-Robbins' signature customer participation event in which consumers directly propose ice cream recipes and the winning entries are launched as actual products.
They will also carry out social contribution activities that benefit local communities. The two companies plan to take the lead in creating social value by making joint donations for children in vulnerable groups through Baemin's flagship social contribution program, "Baemin Vacation Lunchbox." Baemin Vacation Lunchbox delivers lunchboxes and Baemin meal vouchers to children who may face care gaps during school vacations without meal services, through their schoolteachers.
Kim Ji-hoon, head of business at Woowa Brothers, said, "Through this agreement, we expect to provide tangible benefits to customers based on the strengths that Baemin and Baskin-Robbins possess," adding, "We will continue to introduce products and services that enhance customer satisfaction by strengthening partnerships across various fields."
A Baskin-Robbins official said, "By partnering with Baemin, we are able to offer customers more convenient and differentiated services. We will continue to strengthen our digital commerce competitiveness and enhance brand value through various partnerships."