Friendly's Restaurants new ad campign.
Friendly's Restaurants

Friendly’s updated menu will make it challenging to save room for ice cream with its 12 new innovative items.

Friendly's Launches New Campaign to Reenter the Spotlight

The average person’s stomach can hold about a half-gallon of food at one time. Ice cream comes in half-gallon containers. Coincidence? Friendly’s doesn’t think so.

Friendly’s Restaurants is encouraging customers to “Save Room for Ice Cream” in a new advertising campaign rolling out this month. The multi-channel campaign coincides with the biggest menu launch in over a decade and the opening of the brand’s first fast-casual concept, Friendly’s Cafe, signaling a new chapter in the evolution of the iconic restaurant chain.

“Friendly’s started as an ice cream shop 87 years ago, and ice cream will always be the heart of the brand. So many guests have fond memories of Friendly’s. We wanted an advertising campaign that could inspire trial among those guests by communicating all the wonderful reasons to visit Friendly’s in a memorable and distinctive way,” says David Ellis, chief marketing officer of Friendly’s Restaurants. “As we continue our journey to restore the brand as an American icon, we’ve made many improvements in the last 18 months. The biggest is launching a great menu with a dozen new items—from burgers to melts to salads. With so much new to try, we thought it was also a good time to remind our guests that you should always Save Room for Ice Cream.”

READ MORE: Friendly's Embarks on New Culinary Adventure

The campaign from San Francisco-based independent advertising agency, Erich and Kallman, features a comically intimidating man who happens to be the ice cream server at Friendly’s, and he’s on a mission to make sure all Friendly’s patrons save room for ice cream with their meal. The integrated campaign features nine :30 and :15-second spots, which are airing via broadcast TV, connected TV, digital and social, as well as a handful of :06-second shorts specific for social. The campaign will also include digital display and real-life manifestations of the “Save Room for Ice Cream” tag across the chain’s interior design, employee uniforms and plate ware, and experiential activations. Ads will appear in all of Friendly’s markets in the U.S.

“Our goal with the campaign is to remind everyone that Friendly’s is back and better than ever in a fun and memorable way, and our ice cream server character does just that with his big personality. The ads perfectly capture the brand’s irreverent sense of humor and willingness to have fun—which is what ice cream should be,” says Eric Kallman, co-founder and chief creative officer at Erich and Kallman, which was appointed as Friendly’s agency of record in 2021.

Friendly’s updated menu will make it challenging to save room for ice cream with its 12 new innovative items. Highlights include the Tater Kegs appetizer, $100,000 Cobb Salad, Grilled Chicken Mozza SuperMelt, Dorito’s@ Cool Ranch@ Chopped Cheese Burger, Cheese Skirt Burger, and Bangin’ Beef Stroganoff, and a must-try new Barking Pretzel ice cream flavor.

“We think “Save Room for Ice Cream” is more than an advertising line; it’s a reminder to take time to enjoy the little things that make you smile,” adds Ellis. “Friendly’s was built on ice cream after Little League games, birthday parties, and Saturday dinners with friends and family. After the past few years, “Save Room for Ice Cream” is a reminder that it’s the everyday celebrations that matter the most.”

News and information presented in this release has not been corroborated by WTWH Media LLC.