Friendly's gears up for next week's "Menu Madness"

Friendly Ice Cream Corp. is readying a new marketing campaign that will promote "meal deals including $1.99 kids meals and $3.99 big kid meals from 4 p.m. to 7 p.m. to encourage friends and family to join in the fun without breaking the bank," the Wilbraham-based chain of about 500 family restaurants said in a press release.

(An image from the campaign, provided by Friendly's, appears with this post.)

The "Menu Madness" promotion is set to run from March 16 through March 19, and part of the campaign involves turning Friendly's restaurants into a venue for a kid's treasure hunt.

At the restaurants, children will be issued "Sprinkle-Vision" eyeglasses with red lenses that will allow them to view secret codes scattered about the premises, the company said in a press release. "Kids can enter the codes online at www.IWannaGoToFriendlys.com to win fantastic prizes and try their luck at taking over the Friendly’s virtual ice cream factory."

The grand prize winner will be invited to appear in a Friendly’s commercial and will receive free ice cream for a year, the chain said.

Zimmerman Advertising, a Florida ad agency, created the campaign, which includes some new TV ads to promote the event, Friendly's said.

Aside from operating restaurants, Friendly's makes ice cream that is sold at many local supermarkets and retail locations.
(By Chris Reidy, Globe staff)