Jollibee, The STAR renew partnership

Fast-food giant Jollibee Foods Corp. and The Philippine STAR recently reaffirmed their partnership following the renewal of their highly successful tie-up called "Breakfast with a Star."

Launched in 2003, the breakfast promotion provides customers of select Jollibee outlets in Luzon with a copy of The Philippine STAR when they order a breakfast meal with a pocket pie.

Jollibee executives expressed elation over the huge success of the tie-up promotion "between two great Filipino companies," citing that The Philippine STAR has become one of its main breakfast attractions.

The team-up has also enabled Jollibee to forge an even stronger bond with its legion of loyal customers, whose idea of a great morning is to have their fill of Jollibee’s langhap-sarap breakfast coupled with their copy of The Philippine STAR.

Beyond the value of building customer loyalty, however, Jollibee executives see the project as a reading advocacy initiative that aims to promote the Filipino joy of reading.

During contract-signing rites held recently at the Jollibee Roosevelt outlet on Ortigas Avenue, STAR president and CEO Miguel Belmonte took the occasion to thank Jollibee for its friendship and trust.

The breakfast offering is set to be reintroduced this month in about 250 outlets of Jollibee’s 500-strong store network.

Moreover, The STAR’s Cebu newspaper, The Freeman, becomes Jollibee’s official breakfast partner starting today, further bolstering the partnership between Jollibee and The STAR.

The Freeman is offered to the first 150 customers who order a value meal in 19 Jollibee outlets in Cebu. These outlets are located in the cities of Cebu, Mandaue, Lapu-Lapu and Talisay.

In addition to the breakfast promotion, The Freeman also partnered with Jollibee for the Freeman Jolly Freebies promo, in which readers received a special edition carry sack by simply collecting daily coupons published in The Freeman.

The daily coupons in The Freeman also contain special discounts that are offered in participating Jollibee outlets.

"We’re really excited with this partnership and very pleased that it has been expanded further," said Bambi Viejo, operations manager of the fast-food giant.

The breakfast project has been incorporated into the joint advocacy campaign of Jollibee and Philippine STAR, aimed at encouraging love of reading among Filipinos, especially the youth.

"We are very confident that this partnership will continue to flourish and provide value not just to our customers but to the Filipino public as well," Viejo said.