Baemin and Baskin Robbins are joining forces to expand online sales. Woowa Brothers, the operator of Baemin, said on Sunday it signed a “strategic business agreement to strengthen digital business competitiveness” with BR Korea, which runs Baskin Robbins.

The agreement was designed to respond pre-emptively to a rapidly changing consumption environment and expand online sales synergy. The two companies will cooperate on providing Baemin Club-specific benefits, launching Baemin-exclusive new products, running joint promotional marketing campaigns and collaborating on social contribution initiatives. Baskin Robbins-specific benefits will be provided regularly to members of Baemin’s subscription membership Baemin Club, in a plan to increase customer loyalty.

They will also introduce new products available only on Baemin. “Sweet-and-salty Pop Pop Choco Beach,” jointly planned by Baemin and Baskin Robbins, is an ice cream combining blue salty vanilla, chocolate and popping candy. It will be sold from the 10th only on Baemin and at Baskin Robbins stores. The companies plan to provide customers with a differentiated experience while also seeking to boost digital sales and strengthen brand competitiveness.

Later this month, they plan to broaden collaboration synergy by introducing limited-edition reusable container goods called “A Container to Hold Good Fortune to Eat.” Baemin will also take part as a partner company in Baskin Robbins’ “Graymat Contest,” aiming for a marketing effect as well. The Graymat Contest is a customer-participation event in which consumers propose ice cream recipes directly and winning entries are released as actual products.

The two companies will also carry out social contribution activities that benefit local communities. They plan to make joint donations for children in vulnerable groups through Baemin’s flagship social contribution activity, “Baemin Vacation Lunchbox.” “Baemin Vacation Lunchbox” delivers lunchboxes and Baemin meal vouchers to children who could face care gaps during school vacation periods when there are no school meals, using school teachers, and also serves to check on the children’s wellbeing along with providing meal support.

Kim Ji-hoon (김지훈), head of business division at Woowa Brothers, said, “Through this agreement, we expect to be able to provide customers with tangible benefits based on the strengths held by Baemin and Baskin Robbins.” He added, “We will continue to strengthen partnerships across various fields and consistently introduce products and services that enhance customer satisfaction.”