Our “Deliciously Fun” platform is the foundation of a complete integrated brand overhaul for the beloved American brand. It’s about putting the food back on a pedestal and bringing a level of mistchivious fun back into all aspects of the brand. New look. New voice. New attitude. New advertising. New social. New menu. New photography. New everything.
To change the way people think about Friendly's, re-ignite the passion in brand loyalists and drive traffic to discover what’s new.
We got rid of all the old fashioned nostalgia, put the food on a pedestal and gave them a fresh voice and look and feel from menus, to photography, to social and digital, to promotional television that matches an outrageous and unexpected new menu.
The campaign is just launching but early results are showing immediate signs of making a very positive impact, including bringing new demographics into the restaurants!