Berry-Brown Provides TV For Friendly’s

Berry-Brown Advertising in Dallas is fronting a spot television campaign that will run concurrently with a menu promotion in April for East Coast restaurant chain Friendly’s.
Looking to win families back from casual dining concepts like Applebee’s, Chili’s and other competitors, Friendly’s is launching Taste of the Tropics, a menu promotion backed by $3 million in radio and television advertising breaking in mid-April and a May freestanding insert drop.
Berry-Brown chairman Bob Berry said his shop has been doing creative and collateral project work for the Wilbraham, Mass., client but has no agency of record designation with the company.
To encourage restaurant clientele frequency, Friendly’s is partnering with Royal Caribbean Cruise Lines and Travel One on a promotion for families who visit the restaurant three times during the eight weeks beginning March 29. Customers who log three visits will receive a free travel voucher for a child if they buy cruise tickets themselves.
Handling the promotional aspects of the project is SAI Marketing of Jenkintown, Pa.
The promotion is focused on new menu items for adults, like Crispy Coconut Shrimp, salads such as Chicken Conga Lime, dinners including Apricot or Citrus Chicken Skewers and even sorbet smoothies and iced cappuccino. For dessert, to complement the island theme: Almond Joy-branded sundaes.
Also a priority, said client marketing director Jay Kahn, are return restaurant visits by children, who account for one million meals per month at Friendly’s.
Initiatives aimed at children include two new sundaes rolling out this week, expanded kid menus, free sundaes with meals, and wait staff training to foster greater interaction with younger consumers.
Also due are clear cups and straws that change color, according to the client. –with Glen Fes