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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

Friendly's Ice Cream LLC Contacts

Contacts (5/9)
Name Title State
Randy D. Chief Marketing Officer 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

Steve W. Chief Operating Officer MA
Tim H. Executive Vice President & General Manager, Retail Business MA
Richard D. Vice President, Restaurant Operations MA
Maura T. Director, Public Relations 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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Q2-Q3 Media Opps: Friendly's restaurant moves digital, follows creative shift

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

Company: Friendly's Ice Cream, 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.

Opportunity: We learned that Cam Media is still on media planning and buying, as well.

Therefore, with new digital and traditional campaigns on the way, Northeast and Mid-Atlantic sellers should be all over the Supermelt maker. Q2 and Q3 are Friendly’s top buying periods, according to Kantar Media. Furthermore, look for Friendly’s elevated ad presence to continue since Friendly's has big plans to differentiate itself in the struggling family-style dining category since hiring CMO Randy Davis in August 2014 (research here).  

Additional Insight

Incumbent: Boston-based here).

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, and 

Friendly Ice Cream
1855 Boston Road
Wilbraham, MA 01095
(413) 543-2400

Randy Davis
Chief Marketing Officer
(413) 543-2400

Phyllis Maguire 
Media Manager – Cam Media
(781) 245-0092

Sandy Woo
Media Planner & Buyer – Cam Media
(781) 245-0092