Friendly Ice Cream Corp., Wilbraham, Mass., tapped Berry*Brown, Dallas, to handle its estimated $14 million account following a review. The agency has done project work for the 646-unit restaurant chain, and was selected in part for the close involvement of agency principals in the company's work, a Friendly spokeswoman said. Berry*Brown's first big project will be the May 10 launch of Friendly's Cyclone ice cream dessert. The marketer parted with its former agency, Margeotes/Fertitta & Partners, New York, more than a year ago.
Copyright April 1999, Crain Communications Inc.