Making the World Friendly, Friendly's Ice Cream • Netplus

making the
world friendly


CHALLENGE

Drawing inspiration from a rich family heritage, Friendly's Ice Cream has helped families create lasting memories since 1935. This treasured take-home favorite truly lives up to its tagline: making the world friendly, one scoop at a time.

To kickstart our relationship, we began with a strategic audit and comprehensive brand exploration. Since then, we’ve elevated Friendly’s creative across the board—reaching consumers everywhere from click to cart.

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STRATEGY

We had one simple goal: demonstrate how every occasion (big and small) is worth treating yourself to Friendly's ice cream. From birthdays and graduations to Mother's Day and “just because,” we invested in communities made for sweet-toothed DIYers, party planners and families across the United States.

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SOMEWHERE
TO CALL HOME

Lacking the visibility and creative to stand out in a crowded digital space, Friendly's first came to us with a tall order: redesign their website as a place loyal New Englanders and ice cream lovers across the country could call home.

The new website not only met that call, but also created more opportunity for Friendly's fans to explore the entire product family and make the decision to buy a no brainer, with access to up-to-date product locators and nutritional information.

Laptop

FOR EVERY
OCCASION

Content, media planning and creative quickly became a keystone of our strategy, injecting relevance and credibility into Friendly’s brand DNA. To do so, we developed a series of on-trend holiday recipe videos and a modern digital recipe center where parents and event planners could find seasonal, kid-friendly ice cream treats to make at home.

The result? Dozens of exciting new reasons to choose Friendly's for every and any occasion.

See to
Believe

After the first year of our partnership, Friendly's Ice Cream began dreaming up new lines of clean label and ultra indulgent ice cream lines to respond to changing market needs. To support the launch of these products, we developed a new volume of digital commercials that show consumers the beauty, taste and satisfaction of a tasty ice cream treat.

Video poster
Chocolate Splash
Friendly's

Their name
in print

New product launches, like Naturally Friendly'sTM and Signature sundaes, were also supported by highly targeted traditional media. The creative celebrated each product's unique value proposition, taste appeal and product beauty while also seeking to engage parents across generations with modern, highly emotive positioning.

Friendly's

Friends with
Friendly's

Social Media Post

Which limited edition flavor could you eat all winter long: Nor'easter Pothole, Celebration Ice Cream Cake or Purple Potamus? Vote for your fave by commenting below!

2.4K

LIKES

947

SHARES

146k

VIEWS

View Post

Social Media Post

One carton. So much decadence 😋. Take the easy route and scoop up your Signature Sundaes today.

7.9K

LIKES

344

COMMENTS

756

SHARES

Social Media Post

Thanks The Succulent Bite for slicing up our delicious ice cream Krunch cakes! Find where to buy here: https://friendlys.com/locate

895

LIKES

441

SHARES

121K

VIEWS

View Post

Social Media Post

Big Friendly Instagram Story

301K

people reached

Social Media Post

Escape the summer heat with our Naturally Friendly'sTM Piña Colada Milkshake. So sweet and simple with a naturally better taste!

5.1K

LIKES

153

COMMENTS

947

SHARES

Friendly's Balloon Balloon Balloon

THE PARTY
PEOPLE

While we believe that ice cream truly is an everyday treat, we knew that we had to reach out to the people who plan life's biggest occasions. That's why we turned to event planning platform, Evite to promote Friendly's most cherished products: premium ice cream cakes.

Friendly's
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SURPRISE
AND DELIGHT

But what about everyday life? Understanding that we couldn't rely on occasions alone to amplify the Friendly's brand, we set out to generate opportunities to surprise and delight loyal Friendly's ice cream fans everywhere, any day.

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STILL GOING
STRONG

Coming off its strongest year in recent memory, Friendly's Ice Cream was recently acquired by Dean Foods, and Netplus was named the brand's Agency of Record.

Stars
"Netplus has evolved into a key strategic partner for Friendly’s Ice Cream as we continue to gain distribution throughout the country on our specialty ice cream categories. Their collaboration has helped us build awareness and incite trial in new geographies where consumers are discovering Friendly’s Ice cream for the first time. With our updated website and robust social media calendar, Netplus has helped us remain relevant and top-of-mind in the hyper-competitive world of packaged ice cream."
- Dennis Ineman, Marketing Director