Meet Friendly at Fareway

Fareway wanted a fresh way to show its commitment to great customer service and high-quality products. To do this, they introduced Friendly, a new spokesperson designed to connect with customers in a warm and engaging way. Inspired by familiar brand characters like AT&T’s Lily, Friendly makes shopping at Fareway feel even more personal.

But there was a challenge — Fareway already had Fareway Frank, a well-known brand figure. The goal was to introduce Friendly without taking away from Frank, making sure they both had their own unique roles.

Client
  • Fareway
Service
  • Video

Challenge

Fareway wanted to:

  • Strengthen its brand identity with a fun and friendly character.
  • Create a spokesperson who would appeal to today’s shoppers while respecting Fareway’s long history.
  • Make sure Friendly and Fareway Frank worked together instead of competing for attention.
  • Use Friendly across TV, digital, and in-store promotions to create a consistent experience.

Solution

We introduced Friendly as Fareway’s new face of customer service and product expertise. With her cheerful personality, cooking knowledge, and helpful attitude, she connects customers to Fareway’s high-quality products in a relatable way. The campaign features her in everyday shopping moments, showing how Fareway makes life easier for its customers.

Results

  • A New Brand Character: Instead of just boosting brand awareness, this campaign introduced Friendly as a fresh, engaging part of the Fareway brand.
  • Stronger Customer Connection: Friendly gives shoppers another way to connect with Fareway, making the brand feel even more personal and inviting.
  • A Consistent Brand Experience: Friendly is now part of Fareway’s TV ads, digital content, and in-store promotions, creating a familiar presence across all platforms.
  • Increased Customer Engagement: With a relatable character like Friendly, customers feel more connected to the brand, which encourages them to visit and shop more often.

Key Learnings

  • Relatable Characters Matter: A friendly and familiar face makes brands more trustworthy and welcoming.
  • Storytelling Makes an Impact: Telling fun and engaging stories helps customers remember the brand.
  • Balance is Important: Introducing a new brand character should add to the brand’s identity, not take away from existing elements.

The Campaign

Meet Friendly

Friendly is introduced as she helps an older customer plan a meal. Her kindness and useful advice make shopping easier, leading to the memorable tagline: ​“Friendly at Fareway — It’s more than just a name.”

What’s in a Name?

In a fun and casual ad, Friendly playfully explains her name while highlighting Fareway’s great products and commitment to quality.

Both ads make Friendly a trusted and recognizable part of the Fareway experience, helping customers feel welcomed and supported.

What's Next?

Friendly is just getting started! There’s an opportunity to expand her role into digital and social media content, reaching even more customers in fun and creative ways. As Fareway continues to grow, Friendly will help show their commitment to great service and quality, proving that strong branding and creativity can lead to lasting success.