Friendly's Ice Cream

After Netplus won digital AOR status of Friendly's Ice Cream upon its acquisition by Dean Foods, I produced a wide array of design work for every channel of digital marketing for the beloved ice cream brand, including email, social media and website. The client's rapid expansion of retail product offerings led to serious efforts in not only elevating the brand creatively, but also promoting its products to both new and growing audiences beyond its Northeast roots.

In addition to digital creative, I took lead on print ads and FSIs to bolster the launch of their latest products, Naturally Friendly's and Signature Sundaes, on a national and geo-targeted scale. Keeping the brand's goals in mind to showcase product beauty and taste appeal while making clear the key features of these products, we dove deep to bring it all together. The result? A satisfied client that asked to create some more ads the following year.

Another noteworthy project was a series of digital commercials I helped concept and produce to demonstrate usage occasions for their various ice cream products that were in line with target audiences. Working closely with Hone Studio, I was involved every step of the way from drafting the storyboards to QAing the final cuts. 

In a similar vein, I also worked on adding a digital recipe center for the brand's website. The finished product was to serve to as a polished hub of content displaying the versatility of their ice cream for any occasion.

Website Recipe Center

Agency

Netplus Marketing

Client

Friendly's Ice Cream / Dean Foods

My Role

Art Direction
Design
Branding
Email Marketing
Motion Graphics
Storyboarding
UX/UI Design

Additional Team

Hone Studios, Videography, Photography, Styling & Production
Colleen Reese, Content Strategy & Copywriting
Jessica Yoo, Copywriting
John & Dan Bell, Motion Graphics
Shannon Tang, Design
Jim DelPizzo, Front-end Development
Todd Carpenter, Front-end Development
Nicholas Moore, Back-end Development