By Kevin McCauley
Boston's Regan Communications Group has scooped up PR duties for the Friendly’s ice cream parlor chain, which emerged from Chapter 11 earlier this year.
The New England institution, which was founded in 1935, closed more than 60 of its 424 units in an effort to mount its financial comeback.
MWW Group had handled bankruptcy-related unit for Friendly’s, a property of Sun Capital.
George Regan’s firm will provide overall brand building, communications strategy and PR support for Friendly’s, a company that has annual revenues in the $550M range.
Joanna Roffo, head of Regan’s hospitality unit, is in charge of that effort. |