Allen & Gerritsen wins Friendly’s ad business, Mullen’s NC office lands the Pep Boys

By Chris Reidy, Globe Staff

It’s shaping up to be a good day to be a Boston ad agency. Allen & Gerritsen said Tuesday that it has been named the agency of record for Friendly’s Ice Cream LLC, the Wilbraham-based restaurant chain. And Mullen, meanwhile, said its North Carolina office will be the lead agency for the Pep Boys --- Manny, Moe, and Jack; an automotive aftermarket chain.

Neither agency disclosed billings for its new account.

Friendly’s, which also sell its ice cream in supermarkets and other retailers, has been struggling of late. Its format has not been attracting customers the way it did in its heyday.

Allen & Gerritsen said its team of expert food and beverage advertisers plan to will work with Friendly’s to highlight the brand’s legendary ice cream products and family-friendly atmosphere while also emphasizing its long history of bringing families together over affordable meals.