Friendly's Ice Cream Scoops Up Allen & Gerritsen As New Agency Of Record

  • 08 Jan 2013 2:24 PM
    Message # 1174461
    Deleted user


    Agency Will Evolve the Company’s Brand Strategy to Reawaken Passion for Friendly’s across more than 400 Locations Throughout the Northeast

    BOSTON, MA (January 8, 2013) — Allen & Gerritsen (a&g), recently ranked number one in the United States by Advertising Age as “Best Place to Work in Marketing and Media” for the second consecutive year, announced today that it has been named the agency of record for Friendly’s Ice Cream LLC. The Wilbraham, MA-based restaurant chain famous for its welcoming atmosphere and delicious ice cream treats selected a&g without a formal agency review, based on the company’s forward thinking, crisp creative executions, innovative ideas, and proven track record in the restaurant and consumer packaged goods industries.

    The original Friendly’s was a neighborhood ice cream shoppe created in Springfield, MA in 1935 by brothers Prestley and Curtis Blake. Today, with more than 400 company owned and franchised restaurants, the brands satisfies millions of people annually, and is known as a destination bringing its guests a friendly staff, reasonable prices, and thousands of sweet treats to end the day.

    Allen & Gerritsen’s team of expert food & beverage advertisers will work with Friendly’s to highlight the brand’s legendary ice cream products and family-friendly atmosphere while also emphasizing its long history of bringing families together over affordable meals. The assignment involves brand strategy development that will inform a multimedia campaign including print, broadcast, online, out-of-home, and web development.

    "We are honored to have the opportunity to work with one of New England’s most iconic brands," said Andrew Graff, CEO of Allen & Gerritsen. “Our combination of expertise in marketing, advertising, and digital along with our intimate knowledge of the restaurant industry will drive additional growth and success for Friendly’s." For more information about a&g, including a comprehensive creative portfolio and client roster, please visit, become a fan on our Facebook page, or follow @AllenGerritsen on Twitter. 


    About Allen & Gerritsen

    Allen & Gerritsen (a&g) is a 27-year-old advertising agency with an entrepreneurial spirit. Always focused on what’s next, we view the agency as a lab, incubating ideas to build business (including our own media channels like #Techi). a&g is ranked number one by Advertising Age a Best Place to Work Top 50 Independent advertising agencies in the US and named a Best Place to Work in Massachusetts by both the Boston Globe and the Boston Business Journal. Our client roster is comprised of a mix of consumer and BtoB brands, including: The Boston Celtics, Bright Horizons Family Solutions, Comcast, D’Angelo Grilled Sandwiches, Friendly’s, Hannaford Supermarkets, Kamik Footwear, MFS Investment Management, Ninety Nine Restaurants, Papa Gino’s, WBUR, Partnership for a Drug Free America, Raymond Corporation (a division of Toyota Industries Corporation), Toy State, Waters Corporation and Zildjian.

    About Friendly Ice Cream LLC

    Friendly's Ice Cream, LLC is a new, vertically integrated restaurant company, with a legendary brand name, serving signature sandwiches, entrees and ice cream desserts in a friendly, family environment. Together with its broad franchisee base, the company has system-wide sales of over $550 million and distribution through over 7,500 retail locations. For over 77 years, Friendly’s restaurants and dedicated service teams have delighted generations of guests. For the future, Friendly’s has plans for new food and ice cream products and enhanced buildings.

    Andrew Mastrangelo
    Director, Corporate Communications
    Direct – 617.972.1826
    Mobile – 339.237.0801

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