Friendly's Restuarants • Rejuvenating a Beloved Brand
A BELOVED BRAND
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.
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.
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.
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.
- 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
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."
SAY IT ALL
Record-setting cost per store visit via email marketing
Increase in engaged Facebook guests YOY
Store traffic lift vs. control via display media