“Save Room for Ice Cream”: Friendly’s Restaurants Launches New Ad Campaign


In a new ad campaign launching this month, Friendly’s Restaurants encourages consumers to “Save Room for Ice Cream.” The multi-channel campaign coincides with the brand’s biggest menu launch in over a decade and the inauguration of Friendly’s Cafe, the brand’s first fast-casual concept, heralding a new chapter in the legendary restaurant chain’s history.


Friendly’s has left a lasting impression on many visitors. According to David Ellis, Friendly’s Restaurant’s Chief Marketing Officer, Friendly’s began as an ice cream business 87 years ago; the brand’s heart will always be ice cream. He elaborated that Friendly’s needed an ad campaign to entice guests to visit Friendly’s by communicating the fantastic reasons to do so memorably and originally. Ellis said they had made a lot of progress in the last 18 months as they worked to re-establish the brand as an American classic. The most significant is unveiling a fantastic menu featuring a dozen new foods ranging from burgers to melts to salads. We felt it would be a nice opportunity to remind our customers that there is always room for ice cream, with so much new to try.

The humorous campaign from Erich and Kallman, a San Francisco-based independent advertising firm, includes a playfully scary man who happens to be Friendly’s ice cream waiter, and he’s on a mission to ensure that all Friendly’s patrons reserve room for ice cream with their dinner. The “Save Room for Ice Cream” tag will be displayed digitally and in real life throughout the chain’s interior design, employee uniforms, plate ware, and experiential activations. The integrated campaign includes nine 30-second and 15-second advertisements that will appear on broadcast, connected TV, web, and social media, and a handful of 06-second social shorts. The ads will run in all of Friendly’s U.S. markets.

With 12 new tantalizing inventive dishes on Friendly’s redesigned menu, it won’t be easy to spare room for ice cream. The Tater Kegs appetizer, $100,000 Cobb Salad, Grilled Chicken Mozza SuperMelt, Dorito’s@ Cool Ranch@ Chopped Cheese Burger, Cheese Skirt Burger, and Bangin’ Beef Stroganoff, as well as a must-try new Barking Pretzel ice cream flavor, are just a few of the highlights.



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