Friendly’s Food Revival at Center of New “Deliciously Fun” Ad Campaign

Friendlys restaurants announced the debut of a new brand campaign dubbed Deliciously Fun, which puts the focus squarely on craveable new menu items as well as its heroic shakes and ice cream that have helped define the Friendlys experience.

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Business Wire, Inc.Business Wire, Inc.
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Wednesday, May 22, 2019
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Restaurant, Bar, Retail, Food, Beverage, Food and drink, Restaurant franchises, Friendly's, Foods, Product management, Restaurants, Menu, Brand
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United States, Massachusetts
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Summary
Key Points: 
  • Friendlys restaurants announced the debut of a new brand campaign dubbed Deliciously Fun, which puts the focus squarely on craveable new menu items as well as its heroic shakes and ice cream that have helped define the Friendlys experience.
  • Through paid digital, paid social, TV, OOH and radio spots, the campaigns creative emphasizes Friendlys modernized menu which includes several popular new avocado items and its overall food revival.
  • The brand has also refreshed the Friendlys website and in-store promotional materials to support the redesigned menu and brand campaign that launched May 6th.
  • At the core of this campaign is the visually compelling aspect of Friendlys food being the true hero and the brand not taking itself too seriously, because great food is messy, silly and fun, said Steve Mietelski from The Fantastical.


Friendly’s restaurants announced the debut of a new brand campaign
dubbed “Deliciously Fun,” which puts the focus squarely on craveable new
menu items as well as its heroic shakes and ice cream that have helped
define the Friendly’s experience.

“While the Friendly’s experience is always high energy and
family-friendly, the focus of this new campaign is on the food
resurgence that’s bringing new patrons into our restaurants,” said
George Michel, FIC Restaurants Inc., Chief Executive Officer. “With an
emphasis on messy burgers, ridiculously crazy portions and over-the-top
shakes that defy gravity, the campaign demonstrates that we are an ice
cream destination with equally amazing food that’s meant to be fun and
outrageous.”

Through paid digital, paid social, TV, OOH and radio spots, the
campaign’s creative emphasizes Friendly’s modernized menu which includes
several popular new avocado items and its overall food revival. The
brand has also refreshed the Friendly’s website and in-store promotional
materials to support the redesigned menu and brand campaign that
launched May 6th.

“At the core of this campaign is the visually compelling aspect of
Friendly’s food being the true hero and the brand not taking itself too
seriously, because great food is messy, silly and fun,” said Steve
Mietelski from The Fantastical. “With tight heroic visuals of the food,
we’re ushering the brand into the Instagram era of food photo sharing
which has become so ubiquitous.”

About FIC Restaurants, Inc.:

FIC Restaurants, Inc. is a restaurant company that operates under an
iconic brand name (Friendly’s), serving signature sandwiches, burgers
and ice cream desserts in friendly, full service restaurants. Together
with its franchisees, the company has system-wide sales of over $250
million. For over 80 years, Friendly’s restaurants and their dedicated
service teams have delighted generations of guests by offering every day
value on great tasting food and ice cream creations. For the future,
Friendly’s has plans for introducing new and innovative food and ice
cream offerings, bright new restaurants, and unique ways to reach and
satisfy guests. For additional information please visit www.friendlys.com.

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Copyright Business Wire 2019