Friendly’s Embraces Boston’s A&G


By Kiran Aditham Comment

After an 18-month tryst with Portland, ME-based Via Group, ice cream/diner/restaurant chain Friendly’s has gone home team, selecting Boston-based Allen & Gerritsen to serve as its new agency of record. From what we’ve been told, A&G was selected by Friendly’s, which is based in Wilbraham, MA, without a formal review, so no word on if other agencies were pitching for the business.  The brand has also previously worked with, you guessed it, Zimmerman, in the past, but is now tasking A&G with brand strategy development that “will inform a multimedia campaign including print, broadcast, online, out-of-home, and web development.”

In a statement, let’s let the fanfare begin courtesy of Allen & Gerritsen CEO, Andrew Graff, who says, “We are honored to have the opportunity to work with one of New England’s most iconic brands. Our combination of expertise in marketing, advertising, and digital along with our intimate knowledge of the restaurant industry will drive additional growth and success for Friendly’s.”

We’ve been told that first work on the brand has already begun as of last week, but no word on a timeframe for launch.