Friendly’s Taps Zimmerman

BOSTON Friendly’s, now under new management, has tapped Omnicom Group’s Zimmerman Advertising to handle its account following a review.

Pile and Co., the consulting firm in Boston, oversaw the search process and confirmed Zimmerman’s selection. Other review contenders were not disclosed.

Spending was not disclosed, and the Wilbraham, Mass.-based chain has done little media advertising in recent years. Earlier in the decade, its annual paid-media outlays were in the $15-20 million range.

Zimmerman in Fort Lauderdale, Fla., is well versed in retail, working on accounts such as Papa John’s Pizza and Six Flags, among others.

The client was purchased in August by an affiliate of Sun Capital Partners in Boca Raton, Fla., in a deal valued at $337 million. Sun Capital also operates other restaurant chains including Bruegger’s and Souper Salad.

The Friendly’s chain, which has been in operation for 72 years, has 515 owned or franchised locations and also sells its ice cream in 4,000 supermarkets and other retail locations nationwide.