Back to All Companies

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 (5/9)
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
01095
USA

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

See Winmo sales intelligence in action

Recent Discussions

Who is the Chief Marketing Officer of Friendly's Ice Cream LLC?

Who is the marketing contact for restaurants in MA

What is the email of the Chief Operating Officer of Friendly's Ice Cream LLC?

What is direct phone of the Executive Vice President & General Manager, Retail Business of Friendly's Ice Cream LLC?

Who is the AOR - public relations agency of Friendly's Ice Cream LLC?

Your personal LinkedIn network connections

Your personal LinkedIn network connections

DailyVista

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 weei.com, wcvb.com and go.com. 

Friendly Ice Cream
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