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Gen-Z, Millennial Opps: Friendly's is poised to continue increasing spend in 2022 (Score 36)

CMO. It also increased marketing spend, launched a rewards program and added new items to its menu. Furthermore, the company is reportedly planning a new advertising campaign, so start contacting Friendly's for more information. 

According to Pathmatics, Friendly's earned 182.6m impressions in 2021 through Instagram ads (55%) and Facebook ads (45%). It placed 100% of these ads site direct onto instagram.com and facebook.com. It spent around $1.8m on digital display ads in 2021, a huge jump from $78.4k spent in this channel in 2020. 

Sellers-- Friendly's appears to be targeting Gen-Zers and millennials. The company currently has a digital-first marketing strategy, and it placed all of its digital ads directly onto social media in 2021. I would not be surprised if it diversified its ad placement in 2022 to reach more potential customers. It also invests in OOH ads, per Kantar. The company ramped spend up significantly in 2021, and it seems poised to continue increasing spend this year. Sellers should reach out soon to offer ad space. 

Agency & martech readers-- Friendly's appointed media/creative AOR Bizcom Associates in 2021, so both of those relationships are likely secure. I advise readers to offer digital or social media assistance for the best chance of securing some of this company's business.