DTI, Jollibee partner to promote local products

Louella Desiderio - The Philippine Star

MANILA, Philippines — The Department of Trade and Industry (DTI) has partnered with fast food chain Jollibee Foods Corp. for its new advocacy campaign that seeks to encourage support for locally made products.

In a statement yesterday, the DTI said it has tapped Jollibee as its new partner for #FlexPHridays, an offshoot of the Buy Local, Go Lokal campaign.

“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 well-loved Filipino brand, is our new partner in this endeavor,” Trade Secretary Ramon Lopez said.

Amid the pandemic, the DTI launched the Buy Local, Go Lokal campaign in 2020 to help stimulate demand for locally manufactured goods, fresh produce, and services.

The campaign is also meant to support local micro, small and medium enterprises (MSMEs).

“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,” Lopez said.

With Jollibee part of the campaign, the fastfood chain will create digital content and promote the #FlexPHridays campaign across its social media channels and feature selected DTI-endorsed MSMEs.

Different products including clothing, accessories, and furniture, as well as services will be promoted through social media every week.

Jollibee has been supporting small businesses and promoting agro-entrepreneurship for years.

It has also been advocating for small-scale farming communities through the Farmers Entrepreneurship Program of the Jollibee Group Foundation.

DTI is teaming up with retailers, manufacturers, industry associations, local government units and government agencies for the campaign to ensure it reaches more consumers.


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