Baemin Vacation Lunchbox Launched in 2020
159,954 Meals Provided to 6,833 Children
Woowa Brothers, the operator of Baedal Minjok, announced on December 3 that its social contribution campaign, "The First Delicious Day by Baemin Vacation Lunchbox," has won the "Coexistence and Creative Value Award" at the 32nd Korea Advertising Awards.
The Korea Advertising Awards, organized by the Korea Federation of Advertising Associations, is the most prestigious comprehensive advertising awards ceremony in Korea, having started in 1994 and marking its 32nd edition this year. The Coexistence and Creative Value Award received by Baemin is a special honor given to advertisers who grow together with society and contribute to creating new value.
The "The First Delicious Day by Baemin Vacation Lunchbox" campaign was planned to commemorate Children's Day and to mark the 10th edition of Baemin Vacation Lunchbox, Baemin's flagship social contribution project. Through this campaign, Baemin supported children living in mountainous areas with few nearby restaurants by enabling them to order their favorite meals using Baemin's delivery service.
Baemin Vacation Lunchbox, launched in 2020 at the height of the pandemic, is a social contribution initiative that leverages Baemin's capabilities to create a food safety net and realize social value. During school vacations, when there are concerns about care gaps for children who do not have access to school meals, lunchboxes and Baemin meal vouchers are delivered directly to the children by their teachers. In addition to providing meals, the program also fulfills a care role by checking in on the well-being of the children. Over the past 10 editions, Baemin Vacation Lunchbox has provided a total of 159,954 meals to 6,833 children.
Additionally, Baemin Vacation Lunchbox is a "participatory social contribution activity" that allows customers to easily donate a meal to children and experience a sense of fulfillment through the Baemin app and official website. To date, a total of 2.4 billion won has been donated, combining 580 million won from customer contributions and 1.82 billion won from Baemin.
Yoon Seokjun, Head of Brand and Communication Strategy at Woowa Brothers, said, "Baedal Minjok will continue striving to drive sustainable and positive changes in our society, alongside the advancement of the food service industry."
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