Reigniting Affinity for a Nostalgic Brand
Influencers and Social Media
Opportunity
At 87 years old, Friendly’s is the third oldest restaurant chain in the United States with a customer base that, in many cases, spans generations. However, research showed that while the name sparked nostagic, happy memories, Friendly’s was not considered a fresh or relevant brand.
Insight
Friendly’s critical customer base is families-and the major decision-maker of the household for meals is typically mom. The best shot to revive brand enthusiasm was showing moms what making modern day memories looked like at Friendly’s through the recommendations of trusted sources: other moms and foodies.
Approach
#SaveRoomFor IceCream promoted Friendly’s fun, innovative menu items by targeting mommy and food influencers in key Friendly’s markets along the East Coast.
Results
Save Room For Ice Cream revived Friendly’s social media accounts and brand affinity in its legacy markets, proving there was more than a little to still love about Friendly’s iconic brand.
The program was named the “Best Micro Influencer Campaign” by PR News and “Best Influencer Campaign” by the Dallas chapter of the Public Relations Society of America.
