Friendly's rolls kids campaign

WILBRAHAM Mass. Friendly's has launched a “kid-centric” campaign, which includes a new menu, TV spots, theater ads and mobile billboards.


The My Friendly’s Kids Menu is designed to look like a composition notebook and includes new cheeseburger sliders and chicken sliders as well as two new desserts, the Build Your Own Sundae and the Birthday Cake Friend-Z, which combines pound cake, soft-serve vanilla ice cream, frosting and sprinkles.



The menu also features separate sections for larger and smaller meals and special breakfast items.



ATV spot on Nickelodeon and ABC Family to support the “I wanna go to Friendly’s” campaign shows kids sneaking into a Friendly’s restaurant late at night and taking over the kitchen to “make the menu right.” The ad also will be shown in movie theaters, and theaters in select markets will offer coupons.



Mobile billboards in three test markets are promoting the new menu.



Zimmerman Advertising of Fort Lauderdale, Fla., created the campaign.



Friendly Ice Cream Corp. has more than 500 company and franchised units in the Northeast.