Friendly’s, a classic American dining chain, had grown old and had fallen off the consideration list of a new generation of moms and dads. We had to remind them that Friendly’s was still the place for celebrations big and small, so we set about owning the ultimate celebratory gesture – the High 5 – and made it synonymous with the Friendly’s brand. In addition, we launched a new value-driven menu.The campaign encompassed all channels, including TV, digital, mobile, out of home, print, direct mail and in-restaurant point of purchase, and saw the introduction of a new brand spokesperson, High 5 Heidi, who embodied the friendly, spirited personality that Friendly’s had been lacking.

With a mission to spread High 5s and a vehicle for doing it – High 5 Heidi – we were able to breathe new life into an iconic brand that had lost its way.

We began with a teaser campaign that had out-of-home and digital media reminding people that High 5 moments can strike at any time. This was supported by 3 teaser TV spots in which Friendly’s CEO Harsha Agadi conducted High 5 research of his own. All communication announced that a new menu was coming soon.For launch, we were on TV unveiling the new High 5 menu, featuring 5 great meals at $5 each. We also introduced High 5 Heidi, who appeared on TV, Facebook, YouTube and radio to spread word of the new menu.Consumers could interact with Heidi on Facebook, learn new High 5s and send virtual High 5s to their friends in return for offers. Our mobile game, High 5 Hero, was also available for download via Facebook and QR-coded placemats in restaurant.Post-launch, out-of-home, print and direct mail continued to drive awareness of the High 5 menu.

The Friendly’s High 5 campaign was embraced by the client, consumers and Friendly’s employees. At the end of week 1, store traffic was up 3.7% and by week 3 had risen by 7.3%. Our Facebook traffic also shot up, rising by 41%, and our High 5 Hero iPhone game received 12,437 downloads. All in all, a campaign worthy of a High 5.