Friendly's Restuarants • Rejuvenating a Beloved Brand

REVITALIZING
A BELOVED BRAND


CHALLENGE

While Friendly’s Restaurants may be best known for fresh, homemade ice cream and mouthwatering savory snacks, the iconic New England restaurant chain is most prized for its unique ability to remind people they deserve just a little extra happiness.

Our job? Deliver that important reminder to a busy digital world.

STRATEGY

Our solution required a wholly integrated approach from website and email to social media and display—each guided by a singular goal: imagine new and unexpected ways to celebrate every day at Friendly’s.

CELEBRATING
EVERY DAY

We charted a new vision for the beloved chain, injecting bolder and more contemporary creative, content and digital strategy into the brand’s DNA. The result? A more active expression of happiness that families could enjoy right now.

Coupon on phone with cheeseburger
Friendly's 5.55 deal
Kids Eat Free Breakfast

A FRIENDLIER
EXPERIENCE

Identifying an exciting opportunity to surprise and delight Friendly’s guests, we then set our sights on creating a warm and welcoming website experience. The redesigned website quickly became an active hub for Friendly's fans, achieving record traffic immediately at its infancy.

The effect?

  • More robust and personalized preference centers
  • Smarter restaurant and product locators
  • Up-to-date nutritional information
  • Family-first creative that made taste appeal the hero
Friendly's Website

ICE CREAM
SOCIAL

Simultaneously, we armed our social media presence with high-impact creative and media strategies, dedicated community management and robust offer testing, setting Friendly’s on a consistently positive trajectory month over month, year over year.

Social Media Post

The holidays aren't complete without some peppermint panache!

3.4K

LIKES

218

COMMENTS

386

SHARES

Social Media Post

Try our Smoky Sriracha Cheeseburgers while they're still 🔥 (and then cool your taste buds with a Reese's Pieces® Sundae)!

1.8K

LIKES

94

COMMENTS

149

SHARES

Social Media Post

Gotta eat 'em all! There are plenty of little monsters to catch (and enjoy!) at Friendly's!

3K

LIKES

173

COMMENTS

615

SHARES

Social Media Post

Razors down, spoons up! Comment on which sundae wore their ‘Mo best for the chance to have a donation to Movember Foundation USA made in your honor.

1.6K

LIKES

70

COMMENTS

99

SHARES

Social Media Post

There's no two ways around it: A delicious meal for just $5.55 is a delicious steal!

1K

LIKES

103

COMMENTS

106

SHARES

Social Media Post

Want to treat a friend to some ice cream? Just tag ‘em in the comments and you could win free sundaes for both of you!

2.9K

LIKES

2.4K

COMMENTS

131

SHARES

Social Media Post

Give boring breakfast the ax. Treat yourself to the Lumberjack Breakfast for 50% off!

547

LIKES

26

COMMENTS

62

SHARES

Social Media Post

Monday vibes got you down? Let the Sundaze bring you back to that Sundae Funday state of mind.

725

LIKES

21

COMMENTS

37

SHARES

Social Media Post

Every meal goes swimmingly when there's a Shark Beach Sundae at the end! 😂

1.3K

LIKES

27

COMMENTS

65

SHARES

TRUSTED PARTNERS

As a result, Netplus was named digital agency of record by Friendly’s Restaurants.

"We’re excited to begin this new partnership with Netplus,” said Randy Davis, Friendly’s Chief Marketing Officer. “After some project work last year, we determined that Netplus had the experience and capability to translate our unique brand benefits and bring to life within our digital channels."

THE NUMBERS
SAY IT ALL

$0.33

Record-setting cost per store visit via email marketing

81%

Increase in engaged Facebook guests YOY

8.5%

Store traffic lift vs. control via display media