Creative Advertising

Erich and Kallman's First Work for Friendly’s Makes Saving Room for Ice Cream a Serious Matter

The restaurant chain gets a makeover and highlights its most popular item

A Friendlys server leads a group of kids in a pledge — A server at Friendly's leads a soccer team in a pledge to save room for ice cream in a new campaign for the restaurant chain.Erich and Kallman, Friendly's

By Kyle O’Brien

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People on the East Coast know Friendly’s as their neighborhood restaurant, one where families gather for a casual meal, teams congregate after the game for a round of sweet treats and birthday parties with ice cream sundaes abound.

Somewhere along the way, however, Friendly’s lost its luster and needed a boost. It filed for bankruptcy in November 2020 and was sold to Amici Partners Group, which specializes in restaurants, for $2 million. The brand hired David Ellis, a marketing executive with experience at multiple chains, as its CMO.

Independent

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

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