J&B Restaurant Partners, owner of 55 Friendly’s franchise locations in the NY tri-state, had a problem: Friendly’s corporate filed for bankruptcy, which unfortunately tarnished the image of J&B's well-run locations.
EGC developed a multi-media campaign entitled "Fresh Start For Summer," to reassure J&B's customers that they were financially healthy and in business to stay. The campaign capitalized on the exciting new Friendly’s summer menu, which offered healthier choices. Across all channels, families were incentivized to visit Friendly’s with a chance to win a trip, free ice cream, and more.
On "Free Fribble Day", an EGC invention, J&B Friendly’s locations attracted over 50,000 additional patrons – a huge success. Since the campaign rollout, sales and brand sentiment have increased and feedback for the new menu, service and locations has been outstanding.