Friendly’s restaurants announced the debut of a new brand campaign dubbed “Deliciously Fun,” which puts the focus squarely on craveable new menu items as well as its heroic shakes and ice cream that have helped define the Friendly’s experience.

“While the Friendly’s experience is always high energy and family-friendly, the focus of this new campaign is on the food resurgence that’s bringing new patrons into our restaurants,” says George Michel, FIC Restaurants Inc., chief executive officer. “With an emphasis on messy burgers, ridiculously crazy portions, and over-the-top shakes that defy gravity, the campaign demonstrates that we are an ice cream destination with equally amazing food that’s meant to be fun and outrageous.”

Through paid digital, paid social, TV, OOH and radio spots, the campaign’s creative emphasizes Friendly’s modernized menu which includes several popular new avocado items and its overall food revival. The brand has also refreshed the Friendly’s website and in-store promotional materials to support the redesigned menu and brand campaign that launched May 6.

“At the core of this campaign is the visually compelling aspect of Friendly’s food being the true hero and the brand not taking itself too seriously, because great food is messy, silly and fun,” says Steve Mietelski from The Fantastical. “With tight heroic visuals of the food, we’re ushering the brand into the Instagram era of food photo sharing which has become so ubiquitous.”