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Allen & Gerritsen Brings Billions of Burger-Building Possibilities to Friendly's New Multimedia Campaign 

BOSTON, MA (April 30, 2012) – By showing the more than ten trillion ways guests can create their own burger masterpiece, Friendly's new multimedia campaign highlights the brand's refreshed new look, updated menu items, and timeless appeal.  Created by Allen & Gerritsen (a&g), the "Build Your Own Burger" campaign shows families empowered to make long lasting memories by "creating their own masterpieces" with Friendly's array of burger combinations.  This is the brand's first major campaign since naming a&g as its agency of record in December 2012.

The Build Your Own Burger creative platform begins with an online video that humorously shows just how Friendly's got to the 10,995,116,277,760 available combinations.  It's followed up by a multimedia campaign including digital video, radio, banners and social media elements that show some of the more unique ways Friendly's guests can create, personalize, and share their own creations.  In addition, In-restaurant POP will drive the Friendly's social experience, inviting guests to post photos of their burger masterpieces to Instagram and Twitter via the #FriendlysBurger hashtag.

"With 'Build Your Own Burger,' Allen & Gerritsen created a genuinely fun and interactive way to showcase what makes Friendly's appealing to such a wide spectrum of guests," said Friendly's Chief Marketing Officer Brad Schiff.  "We believe our guests will embrace the idea of using all our innovative burger options to create and share lasting memories."

"This campaign blends playfulness and innovation along with some serious math," said Allen & Gerritsen Chief Creative Officer Gary Greenberg.  "'Build Your Own Burger' speaks to the role Friendly's plays in so many families' lives, and invites them to try out the company's new guest experience and updated menu."

To view elements of the campaign, visit http://www.a-g.com/Work/Friendlys/ .  For more information about a&g, including a comprehensive creative portfolio and client roster, please visit www.a-g.com, 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.  a&g has been ranked number one by Advertising Age as "Best Place to Work in Marketing & Media" in the US for two consecutive years (2011-2012) 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, City Year, Comcast, Friendly's, Kamik Footwear, MFS Investment Management, Museum of Science, Boston, Raymond Corporation (a division of Toyota Industries Corporation), Toy State, Waters Corporation and Zildjian.

About Friendly's

Friendly's Ice Cream, LLC is a vertically integrated restaurant company, with an iconic brand name, serving signature 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 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, enhanced buildings, and new service channels.  For additional information please visit http://www.friendlys.com

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