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Friendly's Ice Cream LLC | Company Profile, Marketing Contacts, Media Spend, Brands




Friendly's Ice Cream Corporation is a vertically integrated restaurant company serving signature sandwiches, entrees and ice cream desserts in more than 300 company and franchised restaurants throughout the Northeast. The company also manufactures ice cream, which is distributed through more than 8,000 retail locations. Friendly's is headquartered in Wilbraham, MA.

Main Telephone (413) 543-2400
Main Fax (413) 543-3966
Primary Address
1855 Boston Road
Wilbraham, MA 01095
USA

Friendly's Ice Cream LLC Contacts

Contacts (5/6)
Name Title State
Randy D. Chief Marketing Officer - Friendly's Restaurants & Johnny Rockets MA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (413) 543-2400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1855 Boston Road
Wilbraham, MA
01095
USA

Steve W. Chief Operating Officer MA
Maura T. Director, Public Relations MA
Nancy P. Creative Marketing Manager MA
Bill C. Manager, Field Marketing & Brand Communications MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Friendly's Ice Cream Corporation *******

Agency Relationships


Brand Agency Service From To
********'* *** ***** *********** ***** ************** ***** AOR - public relations 2012 present
********'* *** ***** *********** ******* *********, ***. Digital 2016 present
********'* *** ***** *********** *** *****, ***. Media Buying, Media Planning 2015 present
********'* *** ***** *********** ******* ****** ****** Creative unknown present
********'* *** ***** *********** ****** ******** Creative : Menu design unknown present

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WinmoEdge

Q2-Q3 Media Opps Update: Friendly's to launch new TV, radio, print, OOH campaigns


Subject: TV, online advertising, social media, sponsorship, cause marketing, PR

Company: Winmo profile), a Sun Capital Partners-owned family restaurant chain with 339-units throughout New England. The 78-year-old burger and ice cream chain also distributes ice cream at more than 8,000 retail locations.

Update (2/26): We’ve received additional insight that new value price push. Focus your pitch on revenue tied to Q2 and Q3, traditionally the chain’s top buying periods.

Note that Norton Creative has menu design

Incumbent: Boston-based here). Its last work was a Q1 breakfast value campaign. 

Additional Insight

Media Spend: Friendly's spent $5.1 million on measured media through the first three quarters of 2015, equal to how much it allocated for all of 2014 and 2013 combined, according to Kantar Media. About $4.1 million went to broadcast last year and the remainder was split between newspaper and national spot radio ads. 

Digital Breakdown: Friendly's has a tiny display presence, with only 15 standard ads, 20 high impact ads and one video ran appearing on 11 publishers since Jan. 2015. About 18% of these ads were mobile and 91% were placed site direct versus programmatically, according to Moat. Last year, ads ran mostly during the summer on local news and sports sites, led by weei.com, wcvb.com and go.com. 

Winmo profile)
1855 Boston Road
Wilbraham, MA 01095
(413) 543-2400

Randy Davis
Chief Marketing Officer
(413) 543-2400
randy.davis@friendlys.com

Phyllis Maguire 
Media Manager – Cam Media
(781) 245-0092
pmaguire@cammedia.net

Sandy Woo
Media Planner & Buyer – Cam Media
(781) 245-0092
swoo@cammedia.net