DTI, Jollibee partner for #FlexPHridays campaign
The Department of Trade and Industry (DTI) named the country’s leading fast-food chain, Jollibee, its new campaign partner for its #FlexPHridays national advocacy campaign, an offshoot of the Buy Local, Go Lokal! campaign, which is a brainchild of Trade Secretary Ramon M. Lopez.
“The DTI’s Go Lokal! national advocacy campaign—through #FlexPHridays—has been integral to the Department’s whole-of-society initiative to promote and support local businesses amid the pandemic’s impact on the country’s economy. We are glad that Jollibee, a wellloved Filipino brand, is our new partner in this endeavor,” he said.
As a response to the COVID-19 pandemic, the DTI launched the Buy Local, Go Lokal! advocacy campaign program in 2020 to inspire optimism among micro, small and medium enterprises (MSMEs) and stimulate the demand for locally manufactured goods, services, and locally grown fresh produce amid the pan
demic. The #FlexPHridays campaign is a spinoff of the Buy Local, Go Lokal! campaign to widen its reach and attract more advocates.
The trade chief added, “Capitalizing on the online behavior of consumers, DTI’s #FlexPHridays advocacy campaign invites all Filipino consumers to flex or showcase products they’ve purchased from local businesses.
The campaign aims to make this a Friday habit to encourage everyone to purchase locally-made products and express pride in the quality of Filipino products.”
With the new partnership, Jollibee is set to create digital content and promote the #FlexPHridays campaign across their social media channels, and feature selected DTI-endorsed MSMEs
in the campaign. Every week, different products and services will be promoted via social media including clothing, accessories, and furniture, among others.
Jollibee Foods Corporation, the brand parent’s company, is a staunch supporter of small businesses and has been involved in promoting agro-entrepreneurship for years, advocating for small-scale farming communities through the Farmers Entrepreneurship Program of the Jollibee Group Foundation.
‘FLEX’ CULTURE
The campaign leverages the emergent “flex” culture in social media where people take pride in sharing photos of items they own or have recently purchased on their accounts or in different online communities. The overarching goal is to support local industries such as hospitality, arts and crafts, design, fashion, film, video, photography, music, performing arts, publishing, TV/radio, and other manufacturing and services sectors.