Yoon Moon-geon (left), head of commerce marketing at Baskin-Robbins, and Kim Ji-hoon, head of business at Woowa Brothers, pose for a photo at the MOU signing ceremony held at Woowa Brothers' headquarters in Songpa-gu, Seoul. [Baskin-Robbins]
Yoon Moon-geon (left), head of commerce marketing at Baskin-Robbins, and Kim Ji-hoon, head of business at Woowa Brothers, pose for a photo at the MOU signing ceremony held at Woowa Brothers' headquarters in Songpa-gu, Seoul. [Baskin-Robbins]

Baskin-Robbins announced Monday it has signed a strategic MOU with Woowa Brothers, the operator of food delivery app Baemin, to strengthen its digital business competitiveness.

The agreement aims to get ahead of the rapidly shifting consumer environment centered on digital channels. The two companies plan to build a mid-to-long-term collaboration framework across product development, promotions and marketing campaigns.

Baskin-Robbins will offer regular benefits to members of Baemin Club, Baemin's subscription service. The company currently operates a Baemin-exclusive package called "Sagaksagak Pack" and plans to launch this month a limited flavor, "Danjjan Poppop Choco Beach," sold exclusively through Baemin and offline stores nationwide. A limited-edition collectible called "Meogeul Bok Damul Tong" will also be rolled out in stages.

The two companies will also expand cooperation into marketing and social responsibility. They will jointly run Baskin-Robbins' consumer participation event "Geurae Imat Contest" and take part in Woowa Brothers' social contribution program "Baemin Vacation Dosirak," which supports underprivileged children.

"We will continue to strengthen our digital commerce competitiveness and enhance brand value through diverse partnerships," a Baskin-Robbins official said.


siuu@heraldcorp.com