Friendly's Launches 20th Anniversary Flavor with Jonas Brothers

How do you celebrate 20 years of a pop culture phenomenon? You create a flavor as unforgettable as the music. To celebrate 20 years of the Jonas Brothers, Friendly’s Ice Cream teamed up with Kevin, Joe, and Nick to launch a limited-edition 20th Anniversary Flavor. The trio of Coffee Cookie Crumble, Chocolate Marshmallow, and Vanilla came together for a one-of-a-kind blend fans couldn’t wait to scoop up. A robust earned media relations campaign amplified this sweet story and got national and local media buzzing.

PR strategically built anticipation with embargoed outreach to top-tier entertainment, lifestyle, food, and national business publications, sparking immediate interest that resulted in 17 sample requests from hungry editors.

Then we unleashed the full campaign. The moment our press release hit the wire, our team went into overdrive—casting a wide net across celebrity media, devoted Jo-Bros fan sites, local New Jersey outlets, and influential substacks spanning print, digital, and broadcast platforms.

Media outlets couldn’t resist covering the irresistible details: the mouthwatering new flavor, where fans could get their hands on it, and the heartwarming backstory of the Jonas Brothers’ lifelong love affair with Friendly’s ice cream that started when they were just kids!

Armed with personalized pitches, drool-worthy product photography, and a show-stopping social media post from the Jonas Brothers themselves, our PR blitz delivered results: 158 earned media placements across lifestyle, entertainment, pop culture, food, trade, and local market publications—including PureWow, Woman’s World, Guilty Eats, Entertainment Now, Asbury Park Press, and many more—generating 31.7M+ impressions.